Freeview, the UK’s biggest TV provider, today reveals a new advertising campaign that highlights the great, free entertainment Freeview offers. Based on the proposition: ‘Entertainment. It’s even better when it’s free’, the creative equates the wonder of an underwater world seen through the eyes of a young boy, with Freeview’s content.
The new 60 second advert – which will air during Saturday’s X Factor on 5th October, stars two CGI tadpoles and their respective clans from different sides of the pond. After meeting for the first time and falling for each other, the two ‘clouds’ of tadpoles perform a synchronised dancing extravaganza set to The Kinks You Really Got Me. During the end sequence, the viewer discovers the performance has been watched by a young lad who appears totally in awe of what he’s just seen, proving that entertainment is even better when it’s free.
The campaign builds on the value message, which has run through all of Freeview’s recent communications, and evolves the now iconic Freeview balloons, which have become synonymous with the range of quality channels and programmes available on the platform. Freeview provides 95 per cent of the nation’s most-watched programmes .
Guy North, Marketing Communications Director at Freeview, said: “With this campaign we want people to engage with the brand, by showing just how amazing entertainment that is free can be. We hope this will make them think again about Freeview and realise that far from being second best, being free can mean something is even better.”
Alongside TV advertising, the Freeview website will host a dedicated ‘Pondview’ hub providing a playful environment for users to interact with the campaign and will include the backstory of how the two leading tadpoles met in ‘Pond Side Story’.
The new creative will be used through the line via PR, social media and a regional roadshow tour in the Autumn.
The ad stars two tadpoles from very different sides of the pond. After meeting for the first time and falling for each other, friends from their two clans burst into sight. In a kind of tadpole dance-off, the two groups try to outperform each other by showing off their most wonderful choreographed swimming sequences to ‘You Really Got me’ by The Kinks.
Finally, we realise that we’re not the only ones who have been watching this incredible action. The camera flips up to see a little lad peering into the water enjoying the show, with the Freeview blimp floating freely overhead. The awe and excitement on his face proves that entertainment really is better when it’s free.
Written by Ed Morris and Andy Drugan at Leo Burnett and directed by Ne-O through Stink.
Project name: Tadpoles
Client: Guy North, Marketing Communications Director, Freeview, Owen Jenkinson, Head of Marketing, Freeview
Creative agency: Leo Burnett
Copywriter: Ed Morris / Andy Drugan
Art director: Ed Morris / Andy Drugan
Creative Director: Richard Robinson/Graham Lakeland
Executive Creative Director: Justin Tindall
Agency TV Producer: Lindsey Stopp
Planner (creative agency): Julia Chalfen / Charlie Kirkbride
Client Service Director: Darren Thomas
Board Account Director: Ben Gillibrand
Account Manager: Chris Ferguson
Media agency: MEC
Planner (media agency): Michelle Radley
Production company: Stink
Editor: Tim Thornton-Allan at Marshall Street Editors
Audio post-production: Factory
Digital: Grand Union
Field Marketing: Gekko
Social Media: FleishmanHillard