First creative campaign launched for Freely
MAY 20, 2024 12.05 EUROPE/LONDON BY JULIAN CLOVER

Freely, the new free streaming service from the BBC, ITV, Channel 4, and Channel 5, has launched its first integrated campaign. Created and devised by TMW, ‘Set Yourself Freely’ enlightens consumers about the new way to do free TV.

The premise of Freely is to allow UK audiences to stream live TV channels alongside on demand content from the country’s public service broadcasters.

The integrated creative agency has developed the strategic proposition and brand platform, with the first campaign featuring three TV commercials, out of home, and a range of social ads.

Amy Rowcliffe, Director of Marketing, Everyone TV said: “Freely is here to futureproof free TV for the streaming age, by seamlessly integrating live and on demand TV, all in one place. TMW have well and truly delivered with this campaign. Using our cheeky tone of voice, they’ve perfectly captured the imaginative places people can now watch TV, while simultaneously demonstrating the freedom of Freely

The creative focuses on Freely’s unique benefit, allowing people to watch live television using only Wi-Fi. The hero 30-second spot features different examples of people enjoying big TV moments – on big TVs – but in unexpected Wi-Fi enabled places.
There’s a couple curled up watching Doctor Who (BBC) whilst in the back of a black cab, a man getting a bit too into The Great British Bake Off (Channel 4) in a restaurant, and a woman becoming engrossed by Michael Palin in Nigeria (Channel 5) in the aisles of a supermarket.

These serve as cautionary tales to remind us that “just because you can watch a new Freely TV anywhere there’s Wi-Fi, doesn’t mean you should”. The ad then finishes with a family enjoying TV the right way, sat together on the sofa, in front of The 1% Club (ITV).
Merman’s comedy director duo, BARBARA, directed the brand TV ad. Creative and production was handled by TMW and its in-house production team, Move Studio.

Activity covers traditional and digital media including linear TV and BVOD and paid social across Meta and TikTok. Notable activity includes TV spots on Channel 4 and ITV, including the Britain’s Got Talent (ITV) final, alongside dynamic ad placements on All4 and takeovers on ITVX and All4.