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Anomaly unveils massive new content drive for Freeview

Lots of interesting campaigns around at the moment – or about to break. Anomaly won the Freeview TV platform from Leo Burnett late last year and is about to uncork a campaign with a suitably Anomalous twist.

In partnership with DBLG, described as a “design-led creative agency” that seems to specialise in idents, it plans to run hundreds of short, “contextual” films referencing the storylines of the programme being shown or that day’s events. The first ads feature over 1000 choreographed people making pretty patterns with a V/O telling you about the programme and where and how you can watch it. The campaign’s called The Other Way. Later there’ll be live ads with Clearcast people on hand to make sure the creatives don’t get carried away. MEC’s handling the media.


Freeview marketing director Owen Jenkinson says: “The Other Way helps address two challenges in our market place: salience by being ever present and actively competing with pay TV providers by highlighting the value equation. A very smart campaign by Anomaly, beautifully executed.”

Anomaly CEO Camilla Harrisson says: “The Other Way introduces a different approach to advertising on TV that enables us to be incredibly agile and contextual on air and will embed Freeview right at the heart of the nation’s TV viewing experience – exactly where the brand belongs. It’s an ambitious model, made possible by a progressive and enlightened client team and an amazing amount of trust and collaboration across agencies, partners and broadcasters.”

Anomaly is good at hitting the right buttons in this wonderful new world of content. Hard to judge if this will work or pall.

But we’ll give it 8 for ingenuity.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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