Freeview hires new celebrities for TV spots

The supermodel Jerry Hall and the actor Ricky Tomlinson are among the celebrities fronting the second phase of DFGW's "changing faces" campaign for BBC Freeview.

The heavyweight national TV campaign will build on the success of the BBC's free-to-view channels, achieved since Freeview's launch last year.

According to Barb figures, 1.4 million homes now use Freeview, and, since the launch last autumn, 500,000 adaptors have been sold.

The campaign will continue to highlight the role for digital TV and the new channels in the everyday lives of viewers. The TV spots will be supported by radio and poster activity, which will run through the Easter period.

The campaign retains the changing faces theme of last year, with all three spots featuring ordinary people in everyday scenarios who peel their faces off to reveal a well-known celebrity.

In one spot, two old ladies sit chatting about the weather when one suddenly peels off her face to become the newscaster John Simpson. Simpson then reveals how people can receive 30 BBC channels through Freeview, before ripping his face off to become the presenter Richard Blackwood. He goes on to explain that Freeview is available for a one-off payment of £99 and no contract.

Dave Waters, the joint creative director at DFGW, said: "The first campaign we developed was a big success for the BBC, so we wanted to continue using the iconic 'face off' device but keep it fresh."

The commercials were written and art directed by Tim Brown at DFGW and directed by Tim Pope through BBC Broadcast. Post-production was through Clear.

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