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The campaign has been created by Branded and breaks today as part of a push to let television viewers know about the Top Up TV service, which will offer people the chance to watch channels including E4, UK Gold, Discovery and the Cartoon Network for a subscription fee of £7.99 a month.

It features a gnome, called Little Top Up, who runs around peering in people's windows in an effort to view some interesting television, and will screen on Freeview channels such as ITV2, UK History and the ITV News Channel.

The Top Up TV campaign was written and art directed by Branded, the agency set up by former Sky marketing director Philip Ley, and directed by Henry Cole at HCA. Manning Gottlieb OMD is handling the media and Brian MacLaurin Associates is handling PR.

The service has been set up by David Chance and Ian West, two former Sky executives. At the moment it is only going to be available to viewers already receiving Freeview who have either an old ITV Digital or ONdigital box, or a set-top box with a slot for a card.

According to West: "The launch of our marketing campaign to digital terrestrial customers, who have ex-ITV or ONdigital boxes is an exciting first step in the launch of Top Up TV. Little Top Up is a fun character and embodies the fun brand that we are hoping Top Up TV will become with our customers."

Giles Thomas, a director of Branded, said: "This is a highly targeted campaign aimed at those people who can currently receive Top Up TV. Digital TV is a vibrant and growing sector in UK media and Top Up TV offers people a simple and inexpensive way of getting more channels."

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