Editors' Choice: ‘Free Love Freeway’ was created by Anomaly and directed by Outsider’s Scott Lyon
With Freeview, you're free to get all the TV you love. And what better way to bring this to life than with a drive on the open road, passing TV icons to the soundtrack of David Brent’s Free Love Freeway?
Freeview’s ‘Free Love Freeway’ campaign, created by Anomaly and directed by Outsider’s Scott Lyon, celebrates the freedom to watch the nation’s best loved TV, with an ad that brings together a whole host of programmes. The hero TV spot was unveiled last night (Sunday 23rd September) simultaneously during ITV’s Vanity Fair and Channel 4’s Celebrity Island with Bear Grylls.
Freeview is in a unique position to be able to provide a great range of content with no monthly cost, showing 95% of the nation’s favourite TV shows from across popular UK channels - including BBC One, ITV, Channel 4, Channel 5, Dave, CBeebies and ITV 2. As an alternative to expensive pay TV packages, Freeview Play gives viewers the freedom to top up with the likes of Netflix, NOW TV, and Amazon Prime Video.
The campaign celebrates the brilliance of TV with the hero 60” ad unfolding through a series of unexpected moments from across 27 shows, including a host of references from iconic programmes. The ad includes Noel Fielding exhaling Thunderbird 2, an X Factor meteor flying through the sky and features TV icons like Peaky Blinders’ Tommy Shelby.
The hero film will be supported by a suite of 20” ads bringing to life specific advantages of the Freeview Play offering - the best free TV with the opportunity to top up with streaming services.
Freeview’s media planning and buying agency Hearts & Science brokered TV spots, working in close partnership with Channel 4 and ITV. Both partners created simultaneous ‘Introducing’ launch messages, immediately followed by the ‘Free Love Freeway’ 60 second spot last night.
The spot will continue to be seen in many of the programmes it features, providing viewers with a satisfying contextual link between adbreak and content; including Great British Bake Off, Gogglebox, X Factor and Coronation Street.
Owen Jenkinson, marketing director, Freeview says: “Emotive telly ads are still the best way to build brands. Our new 60 second spot is a fun, energetic and vibrant celebration of the best known and most loved shows on Freeview.”
Stuart Smith, chief strategy officer, Anomaly adds: “These days, people don't have to feel bound by pay-TV contracts. We're proud to advertise Freeview. It offers great TV, subscription-free. Simple. That's the Freeview way.”