Freeview launches World Cup campaign

Freeview has launched a two-part ad campaign ahead of the World Cup in Brazil to attract both people interested in the tournament, and those seeking to avoid it.

The ad campaign, created by Leo Burnett and called 'Love Or Hate Football', includes two TV ads. The spot targeting football fans has a voiceover by Ricky Tomlinson, while the ad for football haters is voiced by David Walliams.

Both ads promote Freeview’s high-definition offering, which will be available to 70 per cent of the UK by the time the Wimbledon tennis championship begins at the end of the month.

Freeview has also launched two interactive living rooms on its website, where people can enter competitions and look through Freeview’s guide to the 2014 FIFA World Cup Brazil. There is also an online film promoting the benefits of HD.

Leo Burnett’s Laura Clark and Elliott Starr created the ad campaign. Noah Harris directed the spot through BlinkInk, while MPC did the post production and Angell Sound was responsible for the audio.

Owen Jenkinson, the head of marketing at Freeview, said: "We know football fans are excited about the World Cup, but we also know that many of our viewers have no interest in the game at all.

"So this campaign is all about reminding all our viewers just how much choice there is to watch on Freeview. Whatever your passion, you can experience it in high definition on up to ten HD channels."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).