Freeview, the UK’s most popular digital TV service, today unveiled its latest £4 million national and regional television campaign featuring a host of British TV talent from across the BBC, ITV and Channel 4 schedules.
Created by Beattie McGuiness Bungay (BMB), the TV commercial, which communicates the value of Freeview’s offer, sees a motorcade of stars descend on the home of an unsuspecting Freeview viewer.
Set to the theme music from TV classic The Professionals, Amanda Holden and Piers Morgan race off in their convertibles as Alan Whicker sets off at a more civilised pace by tuk-tuk and is over-taken by a pizza delivery scooter, eager to get to its destination. As the sequence unfolds, Katie Price is seen galloping through the countryside leaving property TV duo Kirsty and Phil arguing over directions, Duncan Bannatyne stuck in traffic and survival expert, Ray Mears tracking through suburbia. The arrival of Postman Pat concludes the string of celebrity appearances, as a voiceover ‘get the best TV delivered to your door, without any bills’ is heard.
The TV ad breaks on 1 September during ‘Celebrity Who Wants to be a Millionaire’ on ITV1. A 60 second version to raise awareness of Freeview+ will run nationally for one week on ITV1, Channel 4 and UKTV, followed by a 40 second version until the end of October 2009.
Tim Hunt, Director of Marketing Communications at Freeview, said: “Freeview is Britain’s favourite TV platform – we’re in more homes than any other digital TV service and show 99 of the 100 most-watched programmes. Our latest ad celebrates the range and quality of the programmes we offer and the benefits of subscription-free TV. ”
To highlight that Freeview offers the best-value at switchover, the campaign will also run in Granada, Wales, HTV West, and STV to raise awareness of the brand ahead of switchover in each region.
Hunt continues: “In regions that have already completed digital switchover, around 60% of homes have chosen Freeview, evidence that people want to enjoy quality content without monthly bills.”
The TV commercial will be supported through the line with targeted DM activity, POS and online with pre-roll ads and seeding to entertainment blogs and forums.
Freeview’s latest ad was produced by Another Film. Media planning and buying led by MEC.