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"Sky has launched a series of on-air promos created by world-renowned photographer David LaChapelle to promote upcoming drama series Mad Dogs.  The three 30-second films - which premiered on Sky channels last night and will come to selected third-party channels from January 13 - were filmed on location in Majorca and feature members of the Mad Dog&amp;#039;s cast, including Max Beesley, Philip Glenister, John Simm, Marc Warren and Ben Chaplin. Mad Dogs is a darkly comic tale of friendship put to the test as an inconceivable chain of events forces four ordinary men to face extraordinary circumstances. A group of old friends reunite in Majorca to celebrate their retirement, but a dark twist turns their holiday into a &amp;quot;nightmare of lies, deception and murder&amp;quot;.  The LaChapelle-captured promo campaign will also run across print, outdoor and online from early February. The on-air creative was produced by Sky Creative, while Brothers and Sisters provided the print and outdoor work. Media planning was handled by Mediacom. &amp;quot;Mad Dogs is a major new show for Sky1, featuring an all-star cast and continuing Sky&amp;#039;s commitment to investing in new UK drama,&amp;quot; said Naomi Gibney, director of marketing and communications at Sky Networks. &amp;quot;We wanted the campaign to reflect the black humour and rather unsettling nature of the series and working with the highly imaginative David LaChapelle has given us a treatment which perfectly captures the darkness and distinctiveness of the show.&amp;quot; Sky Creative executive creative director Clare McDonald added: &amp;quot;The Mad Dogs script and cast are so inspirational that we knew from the very beginning it would be special. &amp;quot;With such an iconic cast, we knew we had to make an iconic promo, and David LaChapelle was the perfect director for it. He was a dream to work with, staying true to our vision, and we&amp;#039;re delighted with the results.&amp;quot; Mad Dogs, a Left Bank Pictures production, will be aired on Sky1 in February. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.digitalspy.com/media/news/a297412/lachapelle-creates-sky1-mad-dogs-promo/>