BBC promote BBC One HD with new campaign by RKCR/Y&R
January 26, 2011
The BBC launches its first marketing campaign for its new channel BBC One High Definition tonight, with a 60 second trail created by ad agency RKCR/Y&R which shows viewers that with the launch of BBC One HD, BBC One has never looked so good.
Appearances from Lord Sugar, Tess Daly, Bruce Forsyth and plenty more BBC household names, convey to the public that they can now watch their favourite BBC One content in High Definition – with incredible picture and sound quality making it even more absorbing.
The trail is a visual celebration of BBC One HD, showcasing a world of fun BBC One content in heightened reality. It openswith an unusually glam Dot Cotton lounging on a beautiful baroque chaise lounge being served on by a cheeky Lee Mack, moving to a surreal moment were we see a dapper Jake Humphrey performing tricks and skills with a disco ball. Next Shane Ritchie serenades Tess Daly on a pink grand piano whilst a typically flamboyant Ola Jordan and Brendan Cole dance across them. The debonair pairing of Bruce Forsyth and Len Goodman deftly tap dance on the Queen Vic bar whilst being watched by Fiona Bruce sipping a cocktail prepared by barman Hugh Quarshie. Next we pan to a bright gold desk where we see the Apprentice’s Lord Sugar, Karren Brady and Nick Hewer sitting on gold executive chairs. For our finale we move to a stunning looking Alex Jones who appears to have walked up a zig-zag red carpet to a huge gold chest which she pulls open and hundreds of bright red butterflies fly out, filling the room with even more colour.
Mark Roalfe, Chairman of RKCR/Y&R explained “We wanted the film to be a visual feast, showcasing the stunning quality of BBC One HD content in a tongue-in-cheek and charming way, and we think we’ve achieved that with this ad.”
Reemah Sakaan Head of Marketing at BBC One said: 'The arrival of the UKs favourite channel in HD is hugely exciting. This campaign spectacularly celebrates, the quality of BBC One talent and programmes available and represents HD viewing becoming part of the mainstream "
BBC One HD, simulcasts a network version of the BBC One Schedule featuring some of the BBC’s most loved programmes including EastEnders, The One Show, The Apprentice, Strictly Come Dancing, Doctor Who , and BBC Sport.
BBC One HD is available on Freeview, Freesat, Sky and Virgin Media Platforms.
The trail will also run as a 40”, and 10” second trials.