The on- and off-air campaign, which breaks on November 4, will promote the BBC's digital channels over cable, satellite and terrestrial through Freeview, the digital terrestrial successor to ITV Digital that goes live today (Wednesday). The corporation has ruled out any advertising that is dedicated to Freeview.
Instead, the campaign will invite consumers to ring the BBC's 'digital info line' or go to its web site, which sets out the digital options of satellite, cable and Freeview. Consumers can also order a BBC digital guide and find out if they live in an area covered by the digital signal.
It has drafted in celebrity playwright Steven Berkoff to front an on- and off-air campaign that also features John Simpson, June Brown (Dot Cotton from EastEnders), Alan Hansen, Phill Jupitus, Richard Blackwood, Sophie Raworth, Mariella Frostrup and Fizz the Tweenie.
The TV ads, by roster agency DFGW, show each personality taking it in turns to describe the digital programming available in their genre. Special effects see each rip off their face like a mask to make way for the next personality. The ads were shot at the Italian Gardens in London's Hyde Park.
The BBC is spending £1.5m on press alone up to Christmas. Media is by PHD.
Separate in-store activity for Freeview rolls out today (Wednesday) in around 7000 retail outlets, including both independents and multiples.
BBC marketing director Andy Duncan said a dedicated Freeview team led by a general manager would be recruited in the new year.
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