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
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
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.