BBC Three Uses Comedy to Explain Its Move to the 'Interwebs'
Campaign Sets Out to Explain Controversial Transition
Jan 22, 2016
The BBC's decision to move its BBC Three channel online only has been somewhat controversial, but the corporation has enlisted some TV stars beloved by millennials to get across the message that it's not "closing" at all -- just "moving to the interwebs."
In the first ad of a major new campaign promoting the changeover set for Feb. 16, stars including Chabuddy G and Steves of "People Just Do Nothing," comedian Romesh Ranganathan, presenter Stacey Dooley and actor Tyger Drew-Honey attempt to explain the change to 16-24 year-olds from "the U.K.'s only dial-up internet cafe cabin." The ad addresses some simple questions head on -- how to access the channel, whether or not it will "still create new stuff" and so forth.
Niki Carr, head of marketing, BBC Three, said in a statement "We have listened to the questions our audiences were asking us about the move online and tried to answer these in a way which hopefully makes them laugh"
Creative agency Sunshine worked on the brief, and there are more films to come, including some that "glitch" the much talked-about (and mocked) new logo for BBC Three into live television programming.