The ads by WCRS show people explaining the benefits of the service, such as not needing a contract and the varirty of shows it offers.
In one spot, a lady takes a 12-month contract sheet, scrunches it up and turns it into confetti. She then turns to her TV and throws a cushion upwards, which becomes a box of popcorn when she catches it.
Another 20-second ad shows a man turning seven £1 coins into a Now TV ticket. A one-month entertainment pass costs £6.99.
Jo Fox, the director of brand communications at Now TV, said the service comes across as modern magic with "scarcely possible" combinations of what the audience wants.
Viewers can have the option to buy an entertainment pass, a Sky Sports pass or a Sky Movies pass.
Fox said the campaign is about creating "huge momentum" and "moving the brand to capitalise on the growth" of the service.
She said: "2015 is going to be another action-packed year for Now TV following our best ever quarter in terms of growth.
"We’ve established ourselves as one of the UK’s leading streaming services, with an absolutely unrivalled choice of the latest and best entertainment, and our new brand and ad campaign mirrors the fun, fresh, vibrant and smart service we offer our customers."
There are also plans to introduce a new box later in the year. Fox told Campaign: "The box is very important to us, it means that people stay for longer, discover all the content so take more and watch more."
The campaign will be featured on TV, outdoor, social media, digital platforms, direct marketing and retail channels. Media planning was handled by MediaCom.
Ross Neil, the executive creative director at WCRS, said: "We’re really excited about the campaign. It feels totally fresh and different from anything else out there at the moment. It’s also been built to be flexible, fun and reactive to what’s going on in the world of entertainment."