The campaign for the terrestrial premiere of the series is C4's biggest of the year. The show will be sponsored by Golden Wonder snack brand Nik Naks, which also sponsored the MTV series, in a deal worth 拢70,000.
Devised by C4's creative agency 4creative and communications agency Michealides & Bednash, The Osbournes campaign seeks to position Ozzy simultaneously as the 'Prince of Darkness' and a normal family man.
It aims to create a point of difference for the C4 airing of the show which launches on Friday, November 1. The Osbournes first aired in the UK earlier this year on MTV.
C4 head of marketing Bill Griffin said: "The campaign aims to create a fresh C4 perspective for the show and to highlight the unexpectedly wholesome family values of The Osbournes."
The activity kicks off on October 18 with a national poster campaign which shows Ozzy together with quotes from the show, such as "It could be worse, I could be ** Sting".
The on-air campaign is shot on location in Los Angeles and shows Ozzy and his family giving their unique perspective on family values. TV spots will be supported by a national radio campaign.
A full-colour, eight-page booklet, entitled the 'Tao of Ozzy' forms the focus of the press campaign.
It includes pictures and unexpected pearls of wisdom from Ozzy and family, and will be bound into copies of Hello!, Now, OK! and The Guardian on October 27.
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