BBC One 'a world of HD' by RKCR/Y&R

Lord Sugar, Lee Mack and Bruce Forsyth are among a host of celebrities starring in a new TV ad to promote the launch of the new channel BBC One HD.

Created by Rainey Kelly Campbell Roalfe/Y&R, the ad shows the BBC One stars indulging in a range of flamboyant and glamorous activities.

In one scene, Shane Ritchie serenades Tess Daly on a pink grand piano whilst Strictly Come Dancing stars Ola Jordan and Brendan Cole dance across them.

In another, One Show presenter Alex Jones is shown walking up a red carpet and opening a huge gold chest, which releases hundreds of bright red butterflies.

The copywriter was Kim Hutcheson and it was art directed by Joe Fitzgerald. It was directed by Julz Lutz through Red Bee. Post-production was by MPC.