"The Other Way"

2 October 2016

90s

SIt back and enjoy the view.

Freeview presents a collection of bite-sized ads designed to catch the eye and start a dialogue with the viewing masses. While the platform admits it doesn't possess the financial muscle of its subscription rivals, it's focused on a more altruistic path.

Anomaly London and DBLG seek to convey the free-to-air service's inherent advantages while mixing things up at the same time. Thanks to some intriguing production choices, the gambit pays off.

One shrewd move is turning the brand's distinctive colour scheme into a visual asset. Pinks, reds, oranges, and yellows fill the screen in the shape of flags, balloons, shirt sleeves, and more. The in-camera results compare favourably with the expressive idents seen on other channels, and helps add texture to the brand.

Meanwhile, the VO has the demeanour of an airline pilot putting his passengers at ease before the flight. He wishes audiences "a fantastic time" in front of the box, while he knows fans of the "ravishing French masseur" on First Dates will appreciate the record and rewind functions.

Bold, witty, and populist, the work adds a new dimension to a brand eager to broaden its appeal. While Freeview has always played its 'no-cost' card well, it now salutes loyal viewers as savvy TV connoisseurs.

UK

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