Title	ALL HUMOR. NO POLITICS.
Brand	SBS DISCOVERY/TV NORGE
Product/Service	TV CHANNEL
Category	C06. Publications & Media
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY
Production Company	THE DIRECTORY Oslo, NORWAY
Production Company 2	SBS DISCOVERY Oslo, NORWAY

Name	Company	Position
Torkild Jarnholt	TRY	Copywriter
Bjørnar Buxrud	TRY	Copywriter
Lars Mitlid	TRY	Account Director
Marte Heiersted	TRY	Account Manager
Terje Johnsen	TRY	Designer
Thomas Fuglem	TRY	Moviemaker
Katja Krogh	SBS/TV Norge	Client
Steinar Borge	The Directory	Director

Brief Explanation

In contrast to its main competitors, TVNorge is an entertainment only channel. So when local elections came up in 2015, they decided to be very clear on that people who were interested in the election, had to tune in to a different channel. In Norway, political parties are not allowed to advertise on TV. However: There is no law banning politicians from participating in public awareness TV-commercials. For instance encouraging people to vote in general. With this in mind, we paired some of the country’s most famous politicians with some of TVNorges’ most famous comedians.

Results and Effectiveness

In a period when all media channels were full of politics and politicians, our campaign had a different and surprising approach. For the first time, Norwegian politicians took part in a commercial campaign. The idea allowed them to show a more playful side of themselves, as well as being able to encourage the public to exercise their right to vote, by urging people to follow the election on a more serious TV-channel. The films reached 18% of the Norwegian population on Facebook. And TVNorge increased its shares of viewers by 3% in the campaign period.

Creative Execution

In seven films, well-known politicians were paired with some of TVNorges most famous comedians - who were clearly more interested in humor than politics. The films were aired on TVNorge and online. In billboards inspired by famous propaganda posters, the same comedians made TVNorges’ entertainment only-position clear, by urging voters to stay updated on the election by tuning into a competing channel.

Insights, Strategy and the Idea

In a period when all media channels were full of serious politics and grave politicians, our campaign took a different approach. For the first time, Norwegian politicians took part in a commercial campaign. The idea allowed them to show a more playful side of themselves, as well as being able to encourage the public to exercise their right to vote. At the same time, their urging people to follow the election on a more serious TV-channel, made it possible to have the most relevant and surprising people to help us position TVNorge as an all-comedy channel.