The ads continue the 'Entertainment. It’s Even Better When it’s Free' campaign, which began towards the end of 2013, with ads running around The X Factor, and more recent "#CatAndBudgie" and "left behinds" ads, produced for TV by Leo Burnett.
Three new ads feature a character Freddy, played by the stand-up comedian Joseph Wilson, who works at the box office of entertainment venues like theatres and cinemas.
They run online and on video-on-demand across 4oD and ITV Player, in addition to a dedicated website.
Freddy impersonates various TV and film stars, and gives away free tickets to the night's show to members of the public, much to their delight, all captured by hidden cameras.
The ad was directed by Adam Wimpenny for Jack Morton Worldwide. Media and planning is by MEC.
James Chambers, the partnership marketing manager at Freeview said: "Freddy comes on the heels of our much-loved ‘left behinds’ and '#CatAndBudgie’ integrated campaigns.
"This online-only activity still focuses on surprising moments of entertainment: by catching people just as they’re ready to pay, their expressions prove that entertainment really is better when it’s free."
The first two videos, set in a cinema and theatre respectively, go live today with the third to be released in March 2015.
Keith Chamarette, the head of digital, EMEA, at Jack Morton Worldwide, said: "We love nothing more than a client who will join us in seeing how far we can push an idea.
"We've loved creating this work and can't wait to see it unleashed on the public."