Milk's BBC Learning TV spots target all ages

BBC Learning, a new BBC Worldwide commercial website service, has unveiled its first advertising.

The campaign, through Milk, attempts to build awareness of the site with two executions called "institutions" and "courses". The ads will run as 30-second and 15-second spots across the BBC Worldwide network.

Milk won the account after a four-way pitch organised through the AAR in August. The work breaks towards the end of November.

The campaign aims to target viewers between the ages of 18 and 70 in all markets where BBC Worldwide airs. The key audience for the web service is expected to be aged 24 to 34.

"Institutions" shows a range of locations, such as a boat at sea or a vehicle driving through the desert. These are juxtaposed with the names of famous learning institutions, including The British Library, Cambridge University and Columbia University, which are providing support to BBC Learning (www.bbclearning.com).

Steve Turner, Milk's creative director, said: "The key to the whole service is that you can learn online anywhere in the world. Our idea was to juxtapose images of places with titles of famous learning institutions. It's a simple concept that translates easily."

One execution, "courses", shows people in their work set against copy displaying the course they are taking. For instance, one scene shows a builder painting a building who is studying finance at London School of Economics through the BBC Learning website.

BBC Learning's site is intended to compete with other learning services such as Open University. It offers four learning zones that supply support in different areas, such as business and languages.

The ads were art directed by Turner and the copywriter was Matt Gibbins.

They were directed by Turner through Milk. Media is through BBC Worldwide.

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