Each of the ads features a clip of a mock foreign version of the British original. The characters and acting are so diabolical that they emphasise how funny the real thing is.
One of the spots uses a spoof of The Vicar of Dibley called "The Flying Vicar of Dibleroo", set in the Australian outback. The female vicar strolls in with a case of beer, much to the disbelief of the other characters, who refuse to accept that she's a woman until she lifts up her T-shirt, stating: "I'm 100 per cent Sheila."
The endline reads: "Keep it British this summer." We then see a cut from the real Vicar of Dibley, along with other British comedy shows.
Only Fools and Horses receives a Japanese makeover, while The Royle Family become the Royales living in an American trailer.
The ads were written and art directed by Mother. Ben Gregor was the director through BBC Production.
Media planning was handled by BBC Broadcast with off-air planning and buying by PHD. The target audience for the ads is ABC1 adults.
The campaign will run for 12 weeks across the UKTV network of channels from 14 June and will be supported by a radio campaign.
Richard Kingsbury, the head of marketing for entertainment and drama at UKTV, said: "This campaign will remind our viewers just how wonderful these great British comedies are. Mother has crafted a campaign with a peerless comic sensibility and attention to detail."
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