BBC ads push internet learning

The BBC is launching a major campaign to encourage people around Britain to learn to use the internet, using a variety of mixed-media executions developed by Leagas Delaney.

The BBC is launching a major campaign to encourage people around

Britain to learn to use the internet, using a variety of mixed-media

executions developed by Leagas Delaney.



The broadcaster has joined forces with 5,000 British organisations,

including supermarkets and football clubs, to supply free ’crash

courses’ on using the internet.



The first stage of the campaign, which launches this week, announces the

WebWise programme. It includes two 30-second ads which show how

seemingly simple tasks often become very complicated.



One execution shows a woman trying unsuccessfully to pick up a prawn

ball with chopsticks, the other shows a man trying to open a carton of

milk which splashes all over him. They use the strapline: ’BBC Webwise.

The internet made simple.’



The second stage of the campaign, which includes two 40-second ads,

launches next week. It supplies a phone number, which can be used to

book a free learning session on the internet at a local pub, supermarket

or library.



The ads show more simple situations turning sour: a woman trying to put

her duvet into a duvet cover; a man trying to install his video

recorder.



One ad finishes with the woman who couldn’t use chopsticks learning how

to use the internet in her pub.



The ads feature both Frank Sinatra and Shirley Bassey singing That’s

Life. They were art directed by Glenn Gibbins, written by Simon

Roseblade and directed by Trevor Melvin through Blink.



The BBC will show a new programme called WebWise Challenge from 26 April

as part of the initiative, and Tomorrow’s World will have a special live

edition with dedicated WebWise content. Des Lynam will also plug the

scheme on his Radio 2 programme.



Media planning and buying is handled by New PHD.



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