House, M.D. Ad Campaign

Objective: Advertising will convince young adults looking for an escape from the monotony of school and work and the daily pressures of life (those who need a good laugh every once in awhile) that House is the life-saving friend they will love to hate. It will reflect the sarcasm, offensiveness, and directness of Gregory House as a necessity to improving their mood and as a reasonable escape from their own frustrations.

Tone: incredibly sarcastic, outwardly jovial and charismatic with an undercurrent of hatred for life

Brand Character: Someone much like House himself – a brilliant man with a sense of humor and morbid outlook on life/death; a man who’s incredibly arrogant, but still well-loved; a man so sarcastic he toes the line between ridiculously offensive and hysterically comical.

Support 1: House is known for his one-liners.

Support 2: The show's central character is Dr. Gregory House (Hugh Laurie), an unconventional, maverick medical genius who is aloof and largely friendless.

Big Idea: Screenshots from the television series that contrast House’s joy and his patients misery, or his own misery with his verbal irony.


Below you'll find one of three billboard ads, followed by two of the four print ads designed for the campaign. The campaign also included a website with two interactive games for fans and some guerilla advertising ideas and bus art. (click on any image for full-size)