UKTV's floating Mr Darcy statue Client: UKTV Agency: Taylor Herring Territory: UK Verdict: 4/5 An oversized sculpture of Colin Firth's upper body floated without apparent purpose last week on London's Serpentine. The homage to a scene from the 1995 television adaptation of Pride and Prejudice, in which a wet-shirted Mr Darcy emerges from a lake, was designed to publicise last week's launch of Drama, UKTV's latest channel. Not that passersby would have initially known this: Taylor Herring, the agency that conceived the stunt, elected to leave the 12-foot statue free of any reference to their client. Branding would have killed intrigue and damped interest from news desks. With public curiosity piqued, social media - notably Twitter - provided a platform for the connection with Drama to be made to millions, for whom yet another free-to-air channel may otherwise have gone unnoticed. The sculpture's resemblance to the Oscar-winning actor perhaps reflects the limitations of fibreglass - and purists may highlight the scene's absence in Jane Austen's original novel. But the campaign's success is illustrated by Drama's audience numbers. According to Adrian Wills, the channel's general manager, viewing figures were twice those expected.