SBS World News campaign turns to Janice Petersen (with a little help from smashed avos)

SBS World News is taking a novel approach to promotion with ordinary Australians suddenly channelling presenter Janice Petersen offering global news & information.

Developed and created internally by SBS, the campaign will run until mid-April. It follows a recent brand refresh in December 2017, and a new SBS News app.

Jim Carroll, SBS Director of News and Current Affairs, said: “The new SBS News campaign follows the introduction of some significant enhancements to our multiplatform news offering, and reflects our focus on delivering news in an engaging way.

“Whether it’s watching at home on TV or streaming on-the-go via our new app, we’re committed to making it as easy as possible for Australians to connect with trusted, in-depth reporting from Australia and across the world.”

Jane Palfreyman, SBS Director of Marketing, said: “A key insight from our audience research is that audiences want to feel connected to the world around them – both here and overseas – more than ever before. We know the SBS news product is a key enabler for this connection and is one of the most trusted news sources in Australia.

“This is not a standard news campaign. With an irreverent tone, the bold creative highlights SBS News as accessible, trustworthy and analytical, combining everyday situations that consumers can see themselves in, with discussion of the issues that matter most to them.”

No word if Lee Lin Chin or Anton Enus will also appear. This campaign looks ripe for comedy mimics, but that may be part of the intent… I guess it’s memorable!