With more people than ever sat in front of TV, Freeview is making a case for the integral role it plays in keeping the nation informed, entertained, connected and inspired during lockdown.
"Since the beginning of the UK lockdown, public service broadcasters have risen to the challenge, creating new bespoke programming and working hard to make even more titles available on demand," explained Neema Shah, head of consumer communications and marketing at Freeview on the thought-process behind the campaign.
"Our ‘We’re Always Here’ creative celebrates the important role of TV in our lives, especially at the moment," she adds.
Airing tomorrow (16 May) during Britain's Got Talent, the spot is Freeview's attempt to turn TV discussion from streaming services, after the likes of Netflix, Amazon Prime, and YouTube dramatically changed people's viewing habits.
Freeview claims that the UK lockdown has seen audiences increasingly turn back to terrestrial TV and BVOD content, with viewers watching 44% more linear channels compared with last year, and on-demand players such as BBC iPlayer and All 4 reporting their highest figures ever.
To showcase the broad range of content available, the 'We're Always Here' spot flicks through the various shows Freeview has to offer as the UK's biggest TV platform.
From Killing Eve on BBC iPlayer to Derry Girls on Channel 4, Red Dwarf on Dave to Britain's Got Talent on ITV, ad agency Anomaly and the creative company Ratchet demonstrate the broad range of shows viewers can benefit from.
"TV has been a source of comfort, companionship and entertainment for so many of us, we wanted to be able to showcase the broad range of content available, and highlight the power of free-to-air TV," Shah said.
"Freeview broadcasts into 18 million homes across the UK and as the home for the UK’s most popular shows, we are really proud that our platform is always there to help unite families, friends, and communities across the country.”