Boxer the endearing television dog spearheads the BBC's latest campaign
to increase uptake of its six extra digital television channels.
'You can teach an old TV new tricks' is the central premise of the
Aardman-animated campaign, which squarely tackles the misconceptions
and fears of the remaining analogue audience.
Sad old Boxer is transformed when his owner realises that a set top
box is all he needs to give him a new lease of life with the six extra
BBC channels.
The main emphasis is that digital is the modern way to get television.
You don't need to pay a subscription to enjoy the BBC's six extra digital
channels - you just need the right piece of kit.
The BBC's major November campaign includes television, poster and radio
executions.
The BBC commissioned the campaign from agency DFGW who worked with
Aardman Animation and BBC Broadcast Creative Services.
The main character is played by John Henshaw of BBC TWO's Early Doors
fame with voice-over by Amanda Burton.
The main television execution will be followed by two focusing on BBC
digital content and one promoting digital television as the perfect
Christmas present, as well as a cut-down version of the main trail.
Ilse Howling, Head of BBC Digital Marketing and Communications, said:
"Digital television is now the norm in the UK. It has been adopted
by 55% of UK homes and rising.
"This campaign builds on the BBC's highly successful drive for
digital which has seen more than four million new homes convert in the
last two years."
Previous major BBC digital access campaigns included Face-off and
Monkeys.
The new campaign went to air yesterday (Tuesday 2 November).
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