Freeview Announces New Advertising Campaign for Freeview HD

7 April 2011

Freeview, the UK’s most-watched digital TV service, today announces the launch of a new advertising campaign to promote its high definition service.

 “Corgi” Royal Wedding TV advert on air from 9th April 2011

The £1.8m campaign aims to raise awareness of Freeview HD by capitalising on the excitement of the build up to the Royal Wedding. Set to be the biggest TV moment of the year, Freeview will be encouraging viewers to upgrade to Freeview HD for the optimum TV experience of the wedding - bringing the glorious detail possible with HD into living rooms.

The creative follows the epic journey of three corgi dogs as they head to London to watch the Royal Wedding in high definition with their other corgi chums.  As they scamper across miles of countryside, dash over Dartford Bridge, take a ride with a lorry driver and hop on board a river boat for the last stretch past Westminster Abbey, sheer determination and grit gets them to their destination just in time for the proceedings to start. 

Freeview cast the three corgis recently seen in the multi-Oscar winning film The King’s Speech to star in the advert.

The creative was devised by 18 Feet & Rising, produced by Somesuch & Co and directed by Daniel Wolfe, whose recent work includes award winning music videos for Duffy and Plan B.

Owen Jenkinson, Head of Marketing at Freeview commented: “The Royal Wedding is the most eagerly anticipated event of the year and a moment when the nation will be gathered around the TV.  So what better time to talk about the benefits of Freeview HD, with viewers able to enjoy the incredible colour and detail that high definition offers with no monthly bills. 

“We hope our dogs’ tale will touch the hearts of the British public and encourage further uptake of Freeview HD.”

The campaign will be supported by additional national and consumer press adverts, advertorials, radio and digital.

Freeview HD is already available to around 60% of the UK – an additional three million UK homes will be able to receive Freeview HD in time for the Royal Wedding on the 29th April 2011.  By the end of next year, Freeview HD coverage will roll out to the whole country (98.5%).