The campaign, created by WCRS with media planning and buying from MediaCom, features the strapline "That was then. This is Now TV" and introduces an animated family.
It introduces the new set top box, priced at £9.99, which connects to a TV to allow streamed access to BBC iPlayer, Demand 5, BBC News app and Sky News with no contract fees, as well as options for pay-as-you go passes for Sky Movies and Sky Sports.
The TV spot alternates between two realities, "then" and "now". In the first storyline, ("then") the father of the family buys a smart TV and struggles to carry it home and set it up.
In the "now" scenario, he buys a Now TV box, which can be carried in one hand and is apparently quick and easy to set up.
WCRS has been awarded an expanded remit and will now handle all direct response advertising in addition to brand activity for Now TV.
Matt Edwards, the chief executive of WCRS, said: "Now TV is a transformative brand and deserves a cut-through creative campaign. The structure of ‘that was then, this is Now’ is designed to clearly demonstrate the many amazing benefits Now TV brings to viewers."
MediaCom has planned and bought a "roadblock" across major terrestrial and satellite channels for the ad at 8.15pm this evening. Print ads appear this morning across national press titles, and digital and CRM work will also support the campaign.
Channel 5’s US drama strand of programmes is also being sponsored by Now TV. Digital partnerships with Buzzfeed and Digital Spy will launch over the coming weeks.
Later iterations of the campaign will focus on the Now TV daily pass for Sky Sports and monthly pass for Sky Movies.
Sky announced the launch of the Now TV box in July after it reported its pre-tax profits increased by 5.7 per cent. The boxes have been available to order online since then but have gone on sale in Argos and Currys PC World stories today.
The boxes will be available in John Lewis in the coming weeks.