Multi-tasking mum ad opens TV licence fee campaign

The BBC is running a new campaign by AMV BBDO that promotes the TV Licensing website and the different ways people can pay the fee.

Featuring the strapline 'Whatever's easiest for you', the campaign started this weekend with a TV ad called 'Busy'.

The ad features a multi-tasking mum who mistakenly serves up the wrong food to her hungry baby and the family dog, highlighting the ease and speed of online payment for those with busy lives.

A second TV ad, highlighting how the fee can be paid for in instalments, will appear in June and radio trails will start on 28 May.

Peter Kirk, head of sales and marketing for TV Licensing at the BBC, said: "Our aim is to make it easy for TV viewers to contact us and increasingly we find that people want to do online because of the added convenience.

"Importantly, the more people use the website, the lower the cost of collection is and the more money is available for BBC programmes and services."

The ad was produced by Red Bee Media.

The last campaign produced for TV Licensing was 'Push a Little Button', which launched the new website in January 2010.