The BBC has enlisted some of its most recognisable comedy and drama stars to engage younger viewers and show how iPlayer is "wasted on some but not on others".
Developed by in-house agency BBC Creative and directed by Tim Godsall, the three 60-second spots see young BBC talent from popular comedy shows disguised in full hair and makeup as uptight, out-of-touch characters, who hilariously miss the point of their own shows.
Those featured include Peaky Blinders stars Kate Phillips and Aimee Ffion-Edwards (AKA Linda Shelby and Esme Shelby) along with as Guz Khan, writer, comedian and star of BBC Three show Man Like Mobeen. Actors from horror series What We Do In The Shadowss and Ghosts also make an appearance.
Kerry Moss, portfolio head of marketing for BBC iPlayer said: “With ‘Wasted on Some’ we wanted to show younger audiences that BBC iPlayer has incredible content made with them in mind. We were thrilled to be able to bring together incredible talent to create these hilarious caricatures.”
In underscoring iPlayer's more playful side, the BBC will be hoping to draw fresh audiences to a platform that's crucial to its future as it fights against streaming giants like Netflix and Amazon.
The TV spots will be supported by cinema, out-of-home, digital, social and print advertising.
BBC Creative has been behind some big blockbuster campaigns for BBC over the past two years, including its operatic, embroidered film to promote the 2018 World Cup. The internal agency also developed the broadcaster's big Christmas campaign last year, using special effects to stop time Bernard's Watch-style.