UKTV spends big as Cher heads rebranding campaign

UKTV is at this time (16 July) rebranding its streaming service and free-to-view channels with a shiny advert starring Cher on the head of its marketing campaign.

The multi-media push, developed in partnership with Havas Leisure, represents UKTV’s largest ever marketing campaign spend. It promotes the transition of its streaming service to be often known as U, with free-to-air channels turning into U&Dave, U&W, U&DRAMA and U&YESTERDAY.

The TV advert tweaks Cher’s large hit I Received You Babe because the celebrity is seen travelling by way of well-known U reveals performing a brand new, bespoke rendition of the music.

You may view the video under.

The TV business was developed by UKTV’s in-house artistic company in partnership with HunkyDory Movies, and led by Scott Russell, UKTV’s artistic director. It was directed by Christian Bevilacqua, with Leanne Farleigh as senior producer, Mary Claire Seiler as head of manufacturing and Eoin McLaughlin as artistic marketing consultant.

Russell mentioned: “We needed to create an formidable advert to launch U to spotlight the number of high quality programming and to face out in a vastly aggressive panorama. It needed to be joyful, have content material at its coronary heart, and to inform the story of no matter you like, we’ve bought you.

“What’s extra, it wanted to be memorable and have a shock issue that was not solely genuine however related with present and new viewers. Who higher to do that than mega celebrity, Cher, performing a brand-new model of her iconic music, I Received You Babe, while assembly some new and acquainted mates on the way in which?”

Penny Brough, UKTV’s chief advertising officer, mentioned, “Following ten months of analysis, design work and asset creation, I couldn’t be extra excited to see U come to life on and off air. We’ve taken a daring strategy to our new branding, and this has been matched by our largest ever multi-media marketing campaign and our launch advert that includes Cher, one of the vital recognisable girls on the earth.

“Our goal was to ship an advert that’s genuine, memorable, creates talkability and feels each bit as dynamic as our new Masterbrand U. Cher’s iconic music I Received You Babe completely aligns with our marketing campaign tagline “We’ve Received U”, reflecting the depth and vary of virtually 8,500 hours of free content material obtainable on the U streaming service.”

TVC credit for U advert

• Inventive Company: UKTV Inventive
• Manufacturing Companion: HunkyDory Movies
• Inventive Director: Scott Russell
• Inventive Marketing consultant: Eoin Mclaughlin
• Director: Christian Bevilacqua
• Senior Producer: Leanne Farleigh
• Expertise Acquisition/Liaison: Leanne Farleigh
• Head of Manufacturing: Mary Claire Seiler
• Assistant Producer: Olivia Watters
• Head of Design: Peter Allinson
• Put up Manufacturing: HunkyDory Movies/ Al Sinclair
• VFX: HunkyDory Movies