The campaign, created by Kitcatt Nohr Alexander Shaw, follows the success of its February ad which generated a response of 80,000 book requests.
The TV campaign features one 30-second and one 20-second animated ad, which will run across national terrestrial channels ITV and satellite channels including Bravo and UK Dave.
The longer ad shows a man picking up his son and taking a book with him for them to read on the bus together. The book transports them into space where they meet aliens before retuning to Earth in time for tea.
The ads will also run on a number of ethnic channels such as Zee TV and Star TV.
Media planning was by Trinity Communications, who were tasked with targeting hard to reach groups such as non-resident dads, low literacy groups and first generation immigrants.
The target male audience are encouraged to respond to the ads by texting free from their mobile phones to receive a free storybook and information about where to collect other free books.
Animation design was created by 12foot6, mobile response handling was by Incentivated and media buying was by Manning Gottlieb OMD.
Emily Butt, Bookstart campaigns and communications manager, said: "We believe this TV campaign will reach those men in society who might not think of book sharing as a matter of course and we hope dads will text us for a copy of our guide to book sharing."
March Nohr, managing partner at Kitcatt Nohr, said: "Our creative approach was to create a fun and accessible TV campaign which highlights fathers in positive family roles and shows the many benefits of reading to their kids at any time -- whether it's bedtime or daytime or whether they're at home or travelling around."