Nectar, which was founded by Sainsbury's, Barclaycard, Debenhams and BP, is looking to distance itself from its rivals by focusing on regularly consumable rewards from partners such as McDonald's, Blockbuster and Odeon.
The campaign aims to illustrate how the everyday can be transformed into "fantastic". The TV executions feature computer-generated scenarios in which rewards, such as a day out in a theme park or a trip to the cinema, are illustrated by life-size models literally built from everyday Sainsbury's, Debenhams and BP products as well as Barclaycard credit cards.
The TV ads will be supported by print work, which will appear in the national press and key outdoor formats. The campaign will break in late September.
The launch material will be accompanied by individual campaigns from the scheme's sponsors taking the total combined marketing support for the Nectar launch to an estimated £50 million.
The multimedia campaign was written by Gary Dawson and art directed by Tony Hardcastle, with the TV work directed by Jon Hollis.