Oxygen kicked off 2006 with its biggest branded tune-in campaign to date.
The $8 million ad campaign -- which launched Jan. 1 and will continue throughout the month -- includes TV, radio, print, online, transit, out-of-home and guerilla advertising boosting original scripted series Campus Ladies.
Created by advertising agency Toy NY, the nationwide campaign supports the series, which bows Sunday.
Campus Ladies centers on the exploits of two middle-aged housewives who punt on suburbia in favor of the wild life of college freshmen.
Along those lines, TV creative includes spots in which middle-age cheerleaders tout the show, while a print ad spoofs The Graduate.
Elsewhere, outdoor vehicles in New York and Los Angeles feature a huge 3-D bra that appears to belong to a buxom middle-aged woman slung over the billboard.