The work expands on the network's new positioning and "If" on-air identity campaign. BBC Broadcast created a series of four 30-second promotional spots featuring Vince and Steve, two average guys who, when faced with tricky situations, experience what can only be referred to as unexpected "Sci Fi moments".
In one of the four spots, Vince and Steve are mocked by a muscular bodybuilder as they attempt to lift weights at their local gym. Not to be intimidated, the duo watches in amazement when, upon hearing a loud hissing sound, the showy body builder begins to deflate. In another spot, an old woman comes to the aid of Vince and Steve when they're being mugged in a parking lot. When the muggers turn on the old woman, the demonic gleam in her eye reveals that she's not quite what she seems. Giving the muggers a nightmarish taste of their own medicine, she totters happily away leaving the guys open-mouthed in amazement.
Dave Howe, executive vice president of marketing and brand strategy Sci Fi Channel, said: "Sci Fi is all about imagination and limitless possibilities. This campaign brilliantly reflects these qualities by bringing a level of wit and warmth that people don't expect from Sci Fi.
"This has been a great creative collaboration with BBC Broadcast that's given us two characters who capture the imagination and spirit of the channel and that we can continue to develop and have fun with in the future."
The four branding spots were directed by Craig Gillespie and produced by commercial production company Morton Jankel Zander. To execute the campaign's more outlandish moments, Sci Fi brought in legendary Hollywood effects wizards and prosthetic experts from Stan Winston Studios and used the specialty post-production services of Gray Matter FX.
Nigel Cole, global business director for BBC Broadcast, said, "Making the characters and scripts wry, relevant and funny was a critical part of the process and involved a close and truly collaborative relationship between the BBC Broadcast team and Sci Fi's creative staff. Overall, the process was as much fun as it was informative and we look forward to future collaborations with Sci Fi Channel. The project also served as a great introduction to working with clients in the U.S."
BBC Broadcast is wholly owned by the BBC and last month opened for business in the US. Since its launch in 2002 BBC Broadcast has worked for clients including Endemol AOL, IKEA, Toyota, Lexus and Hutchison 3G.
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