Five splashes the cash on 'US' and 'Life'

Five has launched the biggest marketing push since its launch in March 1997 to support the launch of new digital channels Five Life and Five US.

The campaign for both channels, which launch on October 15 and 16 respectively, includes posters, TV spots on Channel 4, E4, Sky One, GMTV, Living, ITV2 and ITV4, press and online media.

Five's director of marketing, Jane Scott, said: "These are both emotionally intelligent and visually arresting campaigns, capturing the essence of each channel."

The focus for Five US campaign is to be 'provocative' and to challenge preconceptions about US TV imports.

The poster creative, which went live earlier this week, has already attracted complaints to advertising watchdog the ASA, with some complaining that the strapline "nothing good ever came out of America" is racist.

A spokesman for the ASA has told Broadcast: "We have to assess whether there are grounds for an investigation and if there is we will liaise with the advertiser to see whether or not there has been a breach."

Five US will feature a mix of American drama, films, documentaries, sport and comedy including Shark, which stars James Woods as a top LA celebrity defence attorney who switches sides to become a prosecutor, and Nightmares and Dreamscapes: From the Stories of Stephen King.



Shows on 'Life' include Warner Brothers' The Ellen DeGeneres Show, award-winning Australian drama Love My Way and Supermodel Extra, which promises a behind-the-scenes look at Five's second series of Make me a Supermodel.

Scott added: "The clarity and style of the creative work encapsulates Five US's unique relationship with the USA, and Five Life's ability to connect on all levels with a dynamic female audience. The work is a credit to all those involved and their ability to work as part of a larger team."

Design company Precursor developed the on-air look and identity, and broadcast brand agency Smithereen designed the channels' promotional trailers. The off-air creative for both channels was developed by advertising agency VCCP, appointed as Five's creative agency in May 2006.