BBC iPlayer 'the next level' by RKCR/Y&R

The BBC has launched an ad to promote the new BBC iPlayer.

he first trailer of the campaign, created by Rainey Kelly Campbell Roalfe Y&R, aims to promote the idea that the iPlayer is not a "catch-up service" but a complete entertainment destination.

The next phase will include TV trails and a radio to campaign which will explain the benefits of the features that audiences have told the BBC they wanted the most such as favourites and recommendations. This will be followed by an online marketing campaign to complement the on-air promos.