UKTV spends big as Cher heads rebranding campaign
Cher featured in the latest advertising campaign for U, with photo credit going to UKTV/Andy Heathcote.
UKTV is changing the look and feel of its streaming service and channels that can be watched for free. They are kicking off this change with a fancy advertisement featuring Cher as the focal point of their campaign.
The new advertising campaign, created with the help of Havas Entertainment, is the largest investment ever made by UKTV. It focuses on rebranding their streaming service as U and renaming their free-to-air channels to U&Dave, U&W, U&DRAMA, and U&YESTERDAY.
The commercial changes up Cher's popular song "I Got You Babe" as she travels through famous TV shows, singing a unique version of the tune.
You can watch the video down below.
UKTV's in-house creative team collaborated with HunkyDory Films to create the TV commercial. The project was overseen by Scott Russell, UKTV's creative director. Christian Bevilacqua directed the commercial, with Leanne Farleigh as the senior producer, Mary Claire Seiler as the head of production, and Eoin McLaughlin as the creative consultant.
Russell explained that they worked hard to make a bold advertisement for the launch of U. The goal was to showcase the range of top-notch shows and to be distinct in a crowded market. The ad needed to be fun, focused on great content, and show that whatever your interests are, U has something for you.
Additionally, it was important for the event to be unforgettable and include a surprising element that resonated with both existing and new audiences. Who better to achieve this than the legendary Cher, who delighted fans by performing a fresh rendition of her classic hit, "I Got You Babe," and mingling with both old and new acquaintances along the journey?
Penny Brough, the top marketing executive at UKTV, expressed her enthusiasm for the launch of U after almost a year of research and design efforts. She is thrilled to see the new branding come to fruition both on and off the screen. The company has taken a daring approach to their rebranding, which is evident in their extensive multimedia campaign and the debut advertisement starring Cher, a globally renowned figure.
The goal was to create an ad that is genuine, unforgettable, gets people talking, and captures the excitement of our new Masterbrand U. Using Cher's classic song I Got You Babe was a perfect match for our campaign slogan "We've Got U", showcasing the variety of nearly 8,500 hours of free content on the U streaming service.
Credits for TV commercial advertising campaign
- UKTV Creative is the agency responsible for the creative aspects of this project. - HunkyDory Films is the production company working on bringing this project to life. - Scott Russell is the person in charge of overseeing the creative direction. - Eoin Mclaughlin is providing creative consultation for the project. - Christian Bevilacqua is the director of the project. - Leanne Farleigh is the senior producer and also the talent acquisition and liaison. - Mary Claire Seiler is the head of production for this project. - Olivia Watters is the assistant producer working on this project. - Peter Allinson is the head of design for this project. - Post production is being handled by HunkyDory Films in collaboration with Al Sinclair for VFX.
