Is BBC’s Steve cute or a saggy dog story?

The BBC is trying to persuade us to personalise our viewing with alerts and stuff when there’s something on we tell it we want to watch – on multiple devices etc etc. What’s wrong with the Radio Times?

In an new campaign from Y&R featuring Steve the dog, Barley in corset-ripper Poldark apparently.

As a public information film it’s fine.

As an ad? Steve surely needs an adventure of some kind. Love interest perhaps, maybe that’ll come.

MAA creative scale: 6.

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