The creative theme of the campaign is ‘Unbelievably Good’ and is based on the high level of advocacy and satisfaction the agency uncovered among existing Freesat customers.
The first of three TV spots playfully dramatises this with users delivering lines such as "I choose Freesat over my own children".
The ad was created by Sarah Hardcastle and Elliot Shiels at Mr President and directed by Ben Gregor through Knucklehead, while media is handled by Havas Media.
The campaign is aimed at pay-TV subscribers who are considering switching from their current provider and looking for an alternative which delivers a quality service and saves money. It is timed to take advantage of the peak selling period for consumer electronics.
Mr President was appointed this summer following a three-way pitch and succeeded Now.
Jennifer Elworthy, director of marketing and communications at Freesat, said: "With market leading customer satisfaction figures we’ve always known our customers love Freesat, particularly those who have switched from pay-TV.
"Mr President’s strategic approach uncovered an amazing level of customer advocacy and we’re so excited to see this insight come to life."