Freesat have today launched the first of two TV adverts intended to increase awareness of the free UK satellite platform.
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The first advert will debut during coverage of the England v Ukraine World Cup qualifier tomorrow night (7.30pm 1st April – ITV / ITV HD) in time for Easter, one of the peak retail sales periods of the year.
Will Abbott, Freesat Marketing and Communications Director commented;
We’re excited to be running our first TV campaign, and it comes just as we reach 300k sales. This is quite an achievement in a competitive market and illustrates the appetite there is out there for Freesat and our promise of 150 channels plus HD for no monthly bills.
The campaign, produced by Farm, comprises two ads, each featuring a main character in their living room left captivated by Freesat and its no bills, no strings service – day after day after day. Shot using super fast HD stills cameras, the ad captures the day to day changes in our characters lives. The ad was an exercise in logistics, with 162 wardrobe changes per ad, hairstyle changes between every shot and lighting set-ups covering all times of the day. The shoot involved taking over 18,000 stills, with the final ads containing over 320 shots each. The second advert, expected at a later date features a woman with her family.
The use of a series of still shots allows us to squeeze much more content into a 30-second spot, it allows us to effectively convey the passing of time. We have tried to ensure he is not a telly addict. The scene shows he enjoys a varied life; there is lots of action.
Abbott added that Freesat had deliberately focused on the viewers themselves rather than create an ad featuring shots of the type of content available on the service.
We are more interested in talking about people rather than pixels, you could say. We have chosen not to use the techniques some other platforms have done to push HD services. We want to focus on expressions and emotions.
Freesat has continued to work with creative agency, Farm in creating and implementing the campaign, alongside media agency, MPG handling media planning and buying.
Owen Lee, Creative Director at Farm said:
When a brilliant TV service like Freesat moves in to television commercials you have to do something exciting and different. You can’t show HD on ordinary TV but you can show what it feels like to watch it.