Freeview launches singing toys campaign

Unsold jumble sale items come alive and sing 'I Want To Know What Love Is' in a new campaign for Freeview, the free-to-air digital TV service.

Leo Burnett London created the campaign, which is called "left behinds" and will first air on TV on 22 November.

The spot opens on unsold ornaments and toys at an empty jumble sale. The figurines, dejected that no one wanted to buy them, start singing I Want To Know What Love Is by Foreigner as the janitor looks on amazed.

The ad continues Freeview’s existing "entertainment. It’s even better when it’s free" position. Previous ads have featured a singing cat and budgie, as well as tadpoles that dance in synchronicity to The Kinks.

Leo Burnett has handled Freeview's advertising since 2011.

Owen Jenkinson, the head of marketing at Freeview, said: "We’re introducing new characters but the ad is just as surprising and effective at demonstrating the joy of having free entertainment."

The work was created by Rob Tenconi and Mark Franklin, and directed by Sam Brown through Rogue. MEC handled the media.

To back the TV ad, Fullsix has created a website that tells the back story of each of the characters featured in the campaign. The website is expected to go live later today.