BT has kicked off its first major TV campaign to promote the joint-venture catch-up TV service YouView.
The campaign launches today (2 January) with a new ad for its Flatmate series during which a new character has been introduced. Actress Samantha Bond will feature in the ad as one of the flatmate characters Simon's mother.
He will demonstrate the YouView service to her when she makes a surprise visit to his flat.
The campaign will be supported by outdoor, press and online advertising and was developed by AMV BBDO.
YouView, a joint venture between the BBC, ITV, Channel 4 and Channel 5, ISPs Talk Talk and BT, and Arqvia, launched last year priced at £299. It has since been heavily subsidised by BT and Talk Talk, which are both incorporating it into their overall packages.
The service aggregates the TV catch-up channels of the shareholders via a set-top box and features a backwards electronic programme guide (EPG).
Last September the first YouView ads launched on TV under the strap line “Extraordinary TV for everyone”.