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Freeview Launches New Series Of Television Commercials

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Fuseworks Media
Fuseworks Media
Freeview Launches New Series Of Television Commercials

Freeview, the free-to-air digital broadcasting platform, has launched a series of new commercials directed by acclaimed Kiwi film maker Toa Fraser designed to highlight its role as the future of free to air digital television and radio in New Zealand.

Primarily targeting older viewers, empty nesters throughout the country and adults with young families who are still watching analogue television, the 30 and 15 second advertisements feature a new character called Steve, the ideal sales person to teach the country about all the benfits Freeeview provides. Shot on location with a retail environment, the advertisements also feature the clever use of a video diary to convey the brand's message.

"We wanted to further educate Kiwis about crystal clear pictures, new channels, popular content and world-class digital technology for free, basically all the great things that come with Freeview. The work that Toa has done for us, coupled with the creative input of our agency TBWATEQUILA, has ensured we've done exactly that," says Sam Irvine, Freeview General Manager.

The Freeview campaign is the first advertising project that playwright turned director Fraser has ever been involved in. He received international acclaim for his film No.2, which won the coveted Audience Award at the Sundance Festival, and then went on to direct Dean Spanley, which last year won seven Qantas Film and Television Awards.

"He was the perfect choice for us and we're flattered he's chosen to work with Freeview. All his film work is characterised by a uniquely Kiwi tone and voice, and we wanted to replicate some of that with the four commercials he has shot," adds Sam Irvine.

Andy Blood, Executive Creative Director at TBWATEQUILA, adds: "We're thrilled with the result, which is a suite of beautifully shot, comical TVC's that showcase Freeview's ability to provide great TV and radio, both mainstream, popular content and niche channels, all via a free-to-air model".

The last batch of enabled household figures (30th June, 2010) confirmed that Freeview can now be enjoyed by viewers in more than a quarter of New Zealand homes (i.e. a total of 419,945 Kiwi households or 26.1% of homes are now Freeview enabled).

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