Freesat unveils biggest ad campaign to date

Freesat is launching its first TV ad since appointing VCCP to the £5m account.

The ad debuts tomorrow (2 October) and will be the biggest ad for the brand to date. It will use a new strapline "Subscription-free satellite TV. There is no catch", as part of a new brand strategy.

The campaign includes a series of 60- and 30-second TV ads that run through to January 2011. It has been directed by James Griffiths, whose previous credits include work for Coca-Cola, BT and Adidas.

The ads take place on board Freesat 1, an imaginary satellite space station orbiting Earth. It documents the goings-on of the Freesat "tech team". The team, including new member Stu, discuss the catches of having Freesat. Not being able to think of anything, the team come up with ridiculous ideas such as comforting a needy Yeti.

Alongside the TV ad, Freesat has relaunched its website to boost its social media presence, with campaigns on Facebook, Twitter and YouTube.

Will Abbott, Freesat marketing and communications director, said: "This campaign speaks to savvy consumers who want brilliant TV, but are fed up with paying through the nose for it.

"With Freesat, they don't have to. The TV commercials spell out what you really get with Freesat, reflecting the understandable scepticism many feel when something sounds just too good to be true. With Freesat, there is no catch."

Dominic Garcia-Hall, VCCP head of international planning, said: "These are watershed times in television and we saw an opportunity for the brand to challenge the infighting so rife in the category, by focusing on what it does so well.  Freesat is a unique commercial proposition and so deserves some special marketing."

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