The BBC has launched the first marketing campaign for its new channel BBC One High Definition with a 60 second trail created by ad agency RKCR/Y&R. The ad aims to show viewers that BBC One has never looked so good.
With appearances from Lord Sugar, Tess Daly, Bruce Forsyth and plenty more BBC household names, it will showcase BBC One content in HD, showing how the incredible picture and sound quality making it even more absorbing.
It opens with 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 while 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, while 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 the 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, said: “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, added: "The arrival of the UK's 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.