This is Sunshine’s first piece of work for BBC Three and the first stage of the three-part campaign, which began airing today (22 January).
The first film features Chabuddy G, a character from the BBC Three comedy show, People Just Do Nothing, who explains the switch-over from his dial-up internet café. Other BBC Three talent, including Stacey Dooley and Romesh Ranganathan, also appear in the spot.
The ad will run across various BBC channels and was written in conjunction with the stars of People Just Do Nothing.
At the same time, BBC Three will start airing a glitch-y ident featuring the channel’s new logo in the run-up to the transition day, 16 February.
"There’s no point hitting people with a mountain of straight information. If you want an audience to take in multiple messages, you have to entertain them. Make them laugh," said Hollie Newton, Sunshine’s executive creative director.
The agency creatives that worked on the campaign were Nathalie Gordon, Robin Temple, Tom Woodlington, Selma Ahmed and Wren Graham. Max Weiland directed the ad through Somesuch.
Earlier this month, BBC Three unveiled its new logo, which was met with mostly confusion and derision by audiences.