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Freeview tackles football with ad campaign

June 2, 2014

Scolari and Neymar reflect on Brazil's Confederations Cup victory - videoUK DTT service Freeview has unveiled a new advertising campaign ahead of the World Cup aimed at promoting the idea that there’s more to TV than football – even during the World Cup.

The multi-platform campaign, entitled ‘Love or Hate Football,’ centres on a new TV ad, challenging viewers to watch whatever it is they love in HD.

The ad will go live on June 2nd with two versions. For football lovers, a voiceover from actor and comedian Ricky Tomlinson focuses on football fans and explains that fans will see this summer’s goals in high definition, and that Freeview HD will be the football lover’s destination this summer if they can’t make it to Rio in person.

Meanwhile for football haters the second ad features comedian David Walliams explaining that for those who want to escape the games, Freeview has up to 10 “stunning” channels in HD.

On the Freeview website, users can navigate their way around two interactive living rooms – one for those who love football, one for those who don’t – and enter competitions as well as exploring Freeview’s guide to the 2014 FIFA World Cup Brazil.

“We know football fans are excited about the World Cup, but we also know that many of our viewers have no interest in the game at all,” said Owen Jenkinson, Freeview’s Head of Marketing. “So this campaign is all about reminding all our viewers just how much choice there is to watch on Freeview. Whatever your passion, you can experience it in high definition on up to ten HD channels.”

Freeview has also launched a short film to complement the ad campaign, emphasising that TV is more dramatic when there’s more detail thanks to HD picture quality and sound.

In recent months, further HD channels have been added to the Freeview platform. By the start of the Wimbledon Championships at the end of June, 70 per cent of the UK will be able to enjoy 10 HD channels on Freeview.

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