Freeserve will unveil its first major TV advertising on Sunday with
an ad directed by Tony Kaye through Tony Kaye films.
The pounds 7 million brand campaign breaks at a time when the UK’s
leading internet service provider is facing intense competitive pressure
from its rivals.
Freeserve has seen its share price plunge by more than 50 per cent in
the past six weeks. This is due to instability in high-tech stocks and a
wave of new free internet access services from companies such as
The TV ads, which were created by M&C Saatchi with media buying by
Walker Media, mark a change from previous Freeserve ads. They focus on
freedom and life and link these concepts with new Freeserve internet
access deals and Freeserve’s content.
One of the executions features Aimee Mullins, the athlete and model who
lost her legs when she was one year old, in what is a celebration of
The TV campaign is backed by outdoor poster and press activity and comes
as the result of a brand review conducted by Clever Media, a WPP Group
company, in conjunction with M&C Saatchi.
Neil Sansom, the marketing director at Freeserve, said: ’The objective
of these ads is to create brand awareness and to represent the new face
’We want to be remembered as the UK’s number one internet service with
great content and low-cost access deals.’
The TV campaign will be seen in all ITV regions, on Channel 4, Channel 5
and on satellite stations. It comprises 20-, 30- and 60-second ads.
Sansom added: ’The campaign is built around the brand values we have
created: freedom and life. We’ve used Aimee Mullins because despite her
handicap she is free to lead a star-studded life.’
The ads were written by Tim Harris and art directed by Peter Gatley. The
producer was Russell Benson, also at M&C Saatchi.