Tom Ewart
Founding Partner - Chief Creative Officer at The Corner
London, United Kingdom
TitleRush Hour
Campaign BBC One Refreshment
Advertiser BBC
Brand BBC One
Date of First Broadcast/Publication
Business Sector TV/Radio Programs & Stations
Tagline The One
Story The ad opens on a young office worker. He strips off his shirt and tie before climbing out of the window. A death-defying roof top journey ensues as our hero makes this way home. Below we see the gridlocked rush hour traffic. Reaching home he turns on BBC One.
Philosophy Extensive research diagnosed that the image of BBC One was out of joint with the reality of the programmes it carried. Viewers thought of the channel as safe, solid, well-made and traditional. In reality, BBC One is shocasing many of the most exciting, refreshing programmes on British television. We wanted them to retain BBC One's core values but present the channel in a new light as refreshing, bold and surprising. The creative idea was to dramatise the unmissable nature of BBC One's programming in a visually dramatic and breathtaking fashion.
Problem With the growth of new terrestrial, satelite and cable channels, BBC One was losing its share of the viewing audience. The task was once again to make BBC One the nation's favourite channel - the channel that viewers went to first.
Media Type Television
Market United Kingdom
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