Celebrities star in ONDigital Christmas blitz

Melvyn Bragg, Terry Venables, Julian Clary and David Attenborough are among the famous faces chosen to launch ONdigital this weekend as part of a #10 million advertising blitz which will run through to Christmas.

Melvyn Bragg, Terry Venables, Julian Clary and David Attenborough

are among the famous faces chosen to launch ONdigital this weekend as

part of a #10 million advertising blitz which will run through to

Christmas.



The first TV advertising for the channel kicked off on Wednesday night

with a four-day burst of teaser ads showing a line-up of celebrities

getting ready in the make-up department for their star turn.



The full campaign launches this weekend with the celebrities paired up

to sell the benefits of the ONdigital proposition. Ulrika Jonsson teams

up with David Ginola to deliver an ad in Swedish and French, with

subtitles.



Chris Tarrant turns the tables on the usually eloquent Melvyn Bragg in

another execution while Julian Clary is pitched against The Bill’s tough

guy, DI Burnside.



The BMP DDB ads, created by Paul Burke and directed by Richard Phillips

through RJ Phillips, will top and tail ad breaks, with 40-second and

ten-second executions. The ads will run for the next six months. Media

buying is by New PHD.



TV and outdoor activity is being concentrated in London, along with a

year-long London taxi campaign, in a bid to nurture demand for the

80,000 set-top boxes which will be available in shops in the run-up to

Christmas.



The ads will roll out gradually across the rest of the country over the

next few weeks.



As well as the new TV work, ONdigital will be sponsoring all of LWT’s

non-peak programming this weekend, and has produced branded wraparounds

for the Mirror and Telegraph listings magazines on Saturday and for the

Mail on Sunday’s listings supplement. The listings pages themselves will

carry the ONdigital colours and small space ads for the service.



Marc Sands, the brand director of ONdigital, said the ads were designed

to keep the digital message simple. ’ONdigital is all about simplicity

and flexibility.



By using celebrities, the ads position ONdigital as the natural

inheritor of popular television.’



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