The agency has created a teaser and a reveal campaign for the run-up to the series launch. The teaser element will feature a URL for a showing a noticeboard from the lead character's house carrying messages from A-list celebrities and personal notes, without giving away transmission times or other details of the show.
The reveal section of the campaign will introduce the characters, with ads linking to a website that features cast biographies and episode breakdowns. The site will also feature a fully interactive video sequence, enabling the user to roleplay one of the characters from the show.
'Entourage' has been made by HBO and is produced by Mark Wahlberg, star of films including 'Three Kings' and 'Boogie Nights', and will screen on ITV2 starting September 10.
It follows a movie star called Vince Chase who draughts in his friends from Queens as his Hollywood career takes off.
Play has been charged with attracting the young urbanite audience to the show, which is being billed as the successor to 'Sex and the City' and 'Six Feet Under'.
Jon Sharpe, managing director of Play, said: "It has been great fun creating work for 'Entourage' and we expect our teaser and reveal campaigns to prove very effective for ITV."
Play launched last year is a joint venture between Sharpe, Ethan Segal, Matt Gorzkowski and M&C Saatchi.
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