The first ads to spruik programs on BBC First, the new premium channel from Foxtel that promises to show the best of British BBC drama, are kicking off this weekend.
The ads were created by Droga5 and talk about the complexity and unpredictability of great British drama.
Four versions of the “What’s next?” TV ad will run, two 30-second and two 60-second spots
The creative campaign will also include outdoor, digital, press and radio advertising. Outdoor ads will kick off from 15 June.
Melissa Madden, BBC Worldwide ANZ Director of Brands and Marketing, said: “BBC First is a global brand that will debut in Australia as part of our strategy to position the BBC as a consumer facing media company with world class content and brands. We needed an exceptionally creative and striking campaign to capture the essence of the brand and mark its arrival, which Droga5 has managed to deliver superbly. The work forms the blueprint for the global roll-out of BBC First so we needed a campaign which will effectively launch the brand in this territory as well as the rest of the world.”
Pat Rowley, Droga5 Business Director, said: “The BBC brand has creative excellence in its DNA so we’re proud to be working with client teams here and in London who share our passion for craft and ideas. With the ‘What’s Next?’ global launch campaign, we sought to articulate the rich and immersive content offering of the channel and bring to life the captivating and unpredictable nature of the viewing experience.”
