30 years after rising to fame with Knight Rider and Baywatch, the BBC decided to make a series on David Hasselhoff: “Hoff the Record”. The sitcom follows The Hoff as he moves to the UK to get his career back on track and make sense of his increasingly surreal life.
The team of Duval Guillaume was chosen to support the launch of the show in the Nordics. The creative idea was based on the fact that David Hasselhoff is a unique creature, who saved a lot of people in Baywatch. It’s now time that people save David. Duval Guillaume developed a 360° campaign around “Save the Hoff”: outdoor, 45 sec spot, 30 sec spot and bumper formats, 4 posters en three short movies.
Activation took place in Oslo, where a charity run was organised “to save the Hoff”. Over 500 people collaborated. Biggest fan of the campaign is David Hasselhoff himself: he changed the header of his personal Facebook page to the campaign picture. The campaign is so successful that the BBC decided to use it also for the launch of the sitcom in the US.