TV provider Freeview has accepted a series of film ads created by London agencies DGLB and Anomaly, unveiling what it calls its most innovative and ambitious advertising campaign yet, The Other Way.
Anomaly & DGLB have created a new series of over 400 films for the channel, which will play out as reactive interstitials to current events and popular TV moments. The films are an epic production with over 1000 choreographed extras in an entirely in-camera sequence of creatives.
The creative companies say the new contextual campaign positions Freeview as “the smart alternative to pay TV”.
“Freeview leaves traditional TV advertising behind, opting for hundreds of highly contextual real-time TV ads that talk to viewers,” the partners say.
With exclusive access to scripts from some of the biggest shows, Freeview will be running hundreds of short contextual films in TV ad breaks that comment on the storylines of programmes being shown or events that have happened that day.
The Freeview blurb says: “Using beautiful choreography to create memorable visuals – combined with a consistent, friendly voice – Freeview will talk to the nation in their living rooms in real time. From reactions to the latest goings on in Coronation Street to the benefits of Freeview Play, the simple format will become a recognised part of the British public’s consciousness when it comes to watching and appreciating great TV.”
This is the first campaign Freeview has worked on with Anomaly, who worked in collaboration with DGLB. It uses no VFX and is filmed entirely in-camera – each visual captures the collective energy of over 1000 people, filmed from above, moving around to make mesmerising, colourful patterns.
The creative approach Anomaly has taken will allow for dialling up or dialling down key messages as appropriate, using contextual, ‘always on’ channel principles typically reserved for online campaigns.
Spots have been brokered with the sales teams at ITV and Channel 4 securing first in break for all contextual ads which comment directly on the storylines viewers will have just witnessed.
Live ads are also planned for later this year – these will see Freeview’s scriptwriters and representatives from Clearcast working on and broadcastings ads directly from the show’s studio.
Freeview MD Owen Jenkinson said: “The Other Way helps address two challenges in our market place: salience by being ever present and actively competing with pay TV providers by highlighting the value equation. A very smart campaign by Anomaly, beautifully executed.”
Anomaly ceo Camilla Harrisson said: “The Other Way introduces a different approach to advertising on TV that enables us to be incredibly agile and contextual on air and will embed Freeview right at the heart of the nation’s TV viewing experience – exactly where the brand belongs. It’s an ambitious model, made possible by a progressive and enlightened client team and an amazing amount of trust and collaboration across agencies, partners and broadcasters.”
Working with agency partners, complementary marketing and PR activities are set to roll out in the coming months.
The Other Way was created by Anomaly with visuals designed, directed and produced by DBLG. MEC is Freeview’s media buying agency.
About Freeview UK
Freeview is the biggest and best loved TV platform in the UK. Giving viewers access to over 70 TV channels, 15 HD channels and over 25 radio stations through an aerial. The service is free from subscription, so there’s no monthly cost. Freeview launched its connected TV service, Freeview Play, in 2015 which gives viewers the choice to watch what they want, want when they want in a simple way. As with all Freeview products, it’s subscription free and works with all existing broadband providers. Freeview is managed by DTV Services Ltd, a company owned and run by its five shareholders: BBC, ITV, Channel 4, Sky and Arqiva.
About Anomaly
Founded just over 10 years ago, Anomaly has offices in Los Angeles, New York, Toronto, London, Amsterdam and Shanghai. Clients include: Anheuser-Busch InBev, Apple (Beats), Cancer Research UK, Diageo, LEGO, Lyst, Netflix and Universal Music Group among others.
About DGLB
Founded in 2007, DBLG has grown in to a multi-award winning creative agency. Working with forward thinking brands, broadcasters and agencies, they create innovative and ground breaking visual communication. Clients include Channel 4, Nike, The Tate, Giffgaff, Apple and Canal+
- See the Freeview ads video (the password, should the site request it, is other): http://bit.ly/2dqoyNL.
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