Freeview kicks off ‘biggest ever’ campaign for Freeview Play

Scene from the Set Yourself Free ad

UK digital-terrestrial platform Freeview has launched what it describes as its “biggest ever advertising campaign” for its Freeview Play connected TV service.

The campaign kicked off on Friday with a TV ad created by Leo Burnett, with the tagline Set Yourself Free on commercial channel ITV. The TV campaign will also include 60 and 40 second versions plus product adverts which explain the features and benefits of Freeview Play. It will also be complemented by in-store, print and outdoor advertising as well as digital and social media activities.

Freeview Play launches this month, offering catch-up TV and on-demand services to a Freeview audience.

Guy North, Freeview managing director, said: “Freeview Play is the biggest development in the brand’s history and our new advert perfectly illustrates that with it viewers are now free to choose the TV service that best meets their needs.”

Owen Jenkinson, Freeview Head of Marketing, said: “Set Yourself Free is really an emancipation story. The aim of the advert is to challenge category norms and show that there is a better, savvier way to watch free TV in a visually striking and compelling narrative.”