Mother Creates Perfume Spoof for Dave

Suits, the USA Network legal drama premiering in the UK on Dave, is the focus of a new above the line campaign for UKTV created by Mother. It is the agency's first work to break since being appointed to handle off-air marketing and advertising for the broadcaster's three entertainment channels - Dave, Watch and Alibi - last October.

 

The show, created by Aaron Korsh, revolves around Mike Ross - a college dropout with an eidetic memory who, before being kicked out of college for selling an exam paper, dreamed of becoming an attorney. When he wanders into an office while evading police, Ross meets legendary law firm partner Harvey Specter who, immediately impressed, hires him on the spot.

 

The campaign, created to launch season two of Suits on Dave, revolves around Harvey Specter (played by Gabriel Macht) - a character who's attracted cult following since the series' launch. As Specter is the kind of guy who wears a personal scent Mother has created a pastiche perfume ad for a fictitious perfume called 'Success by Harvey Specter'.

 

Supporting work spans OOH and press executions and a special tip-on perfume ad will run exclusively in the edition of Shortlist magazine out on January 31. The tip-on ad features Harvey Specter and looks like any other upmarket fragrance. However when the bottle is peeled away the joke is revealed, there is no scent, just the message: "Yeah, you wish you were Harvey Specter" alongside details of the show's transmission time on Dave.

 

Hik Sasaki, Senior Marketing Manager UKTV – Dave & Gold said "2013 will be an exciting year for Dave, we're acquiring new and exclusive content as well as commissioning our own programmes - so lots more opportunity for work as good as this."

 

"Already the campaign has caught the eye of Gabriel Macht who's posted a complementary tweet," says Samuel Payne, Mother's Strategy Director. "We're excited about all the work we're set to make with UKTV and the work for Suits is a great start."

 

Credits

 

Creative Agency: Mother

Art Director: Mother

Copywriter: Mother

Planner: Mother

Agency Producer: Mother