The ad campaign, created by DFGW, breaks on November 4 on television, posters and national press.
An 85-second TV launch trail stars the 'Beverly Hills Cop' actor Steven Berkoff talking about the evolution of the BBC from its launch in 1936.
The ad will then show him pulling off his face to reveal the news presenter Sophie Raworth, who will talk about BBC Choice, the entertainment channel. She then pulls off her face to reveal comedian Phil Jupitus, who talks about children's television.
Other celebrities to appear in the ad include Richard Blackwood, John Simpson and Alan Hansen. The endline is: "Television. It's evolving."
Poster ads will also play on the theme of morphing, showing John Simpson morphed with a Tweenie and Mariella Frostrup morphed with Richard Blackwood.
The ads were written and art directed by Simon Riley and Tim Brown, deputy creative directors at DFGW. It was directed by Tim Pope and produced by John Golley from BBC Broadcast, with media through BBC Broadcast and PHD.
Freeview launched today and is a service offered by the BBC and Crown Castle allowing people access to free digital television if they have a digital set-top box. The BBC will offer eight of the 30 TV and radio channels it hosts, along with other services including Sky News and Sky Sports News.
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