YouView has announced that it will launch a new campaign on Saturday 7 September with a focus on communicating catch up, on demand and record messages.
Featuring the line ‘Catch up with your feet up’ - the ad by Albion - the campaign features pairs of feet in front of a TV screen and YouView set-top box.
The print advertising will run full pages in key national newspapers on Saturday 7 September, as well as across newspaper supplements and TV listings.
Steve Conway, head of marketing and PR at YouView, said: “We are really pleased with our new ‘Catch up with your feet up’ advertising campaign and Albion has done a great job of bringing the creative to life. We feel the campaign clearly demonstrates YouView’s seven day scroll back feature and just how easy our catch up service is to use, while still being engaging and entertaining. We hope that this campaign builds on our position as the fastest growing TV service in the UK.”
The advertising campaign will retain the ‘Extraordinary TV for Everyone’ strap-line used in the very first YouView advertising campaign last September.
A variety of iterations of the ‘pairs of feet and TV screen’ lock-up will run throughout the campaign including two pairs of feet and two pairs of children’s feet wearing socks and pyjamas decorated with on demand player logos; as well as include two pairs of feet with the ‘record’ and ‘rewind’ symbol on their shoes.
Nick Darken, executive creative director at Albion, said: “Our busy lives have made catch up TV essential. However it’s mostly a fragmented experience across different apps and devices. YouView has streamlined the experience so you can effortlessly scroll back through the last seven days and watch your show straight from the guide. We wanted our ad to reflect the ease and elegance of the product, and let the product be the star of the show. We created ‘Catch up with your feet up’, an ad which dramatizes the effortlessness of YouView from the point of view of our couple as they relax in front of the TV. We worked closely with director Chris Cairns to juxtapose the last seven days of ‘life’ against the slick YouView interface. The whole spot was created in camera which was a technical triumph and gives the spot a real distinctiveness.”
Media for the £10m campaign was planned and bought by OMD.