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UKTV hires The Mill for streaming service advertising campaign

60, 40 and 20 second adverts are to promote UKTV Play

UKTV has launched a new advertising campaign for its streaming service UKTV Play with effects produced by The Mill.

The ads, which run as 60, 40 and 20 second spots, star a flock of intricately-designed flying televisions soaring over the south coast of England to visualise the sense of freedom UKTV Play provides.

It’s the first time the broadcaster and the studio have joined forces. The Mill created winged ‘televi.’ for the ads using both 2D and 3D special effects.

The ads will air across the UKTV network of ten channels, reaching 61 per cent of all adults in the UK. The broadcaster has also bought spots on Channel 4’s on demand service, All4. UKTV said awareness of its streaming service has risen by 64 per cent since the last advertising campaign in June 2016, with views also up by 78 per cent.

Scott Russell, creative director, UKTV said: “The ad marks another step forward in the evolution of UKTV Play. We know that viewers want to be entertained anywhere they like, so we decided to create a distinctive campaign that reminds them they can. We also wanted to powerfully bring to life the emotion of freedom that comes with TV on demand.”