This was a brand scheduled to receive no advertising support. Any pro-active suggestions from the media team would therefore have to be inexpensive, as well as fit in with Nik-Naks' quirky brand character. Aware, before many others, of The Osbournes 'phenomenon' via our US network, the team proposed sponsoring the series when it came to the UK. It matched the brand perfectly, it was new and it was going to get talked about in a way that far exceeded conventional TV advertising.