BBC Three Uses Comedy to Explain Its Move to the 'Interwebs'

Campaign Sets Out to Explain Controversial Transition

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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.

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About

Credits
Date
Jan 22, 2016
Agency:
Sunshine
Client:
BBC Three
Director, Marketing and Audiences BBC Vision:
Cary Wakefield
Head of Marketing, BBC Three and Comedy:
Niki Carr
Marketing Manager:
Kerry McDonagh
ECD:
Hollie Newton
CD:
Robin Temple
CD:
Tom Woodlington
Creative:
Nathalie Gordon
Creative:
Robin Temple
Creative:
Tom Woodlington
Creative:
Selma Ahmed
Creative:
Wren Graham
Design:
Simon Holmes
Design:
Gen de Rohan Willner
Agency Producer:
Julia Methold @ Bridle Production
BBC Production Liaison:
Jane Booth
Business Director:
Emma Simmons
Account Director:
Polly Keane
Strategy Director:
Jenny Howard
Strategist:
Vinay Chaudhri
Animator:
Charlie Stewart
Production Company:
Somesuch
Director:
Max Weiland
Editorial:
Trim
Editor:
Fouad Gaber
Music Composer:
People Just Do Nothing
Music Composer:
Azam Yusufzai
Music Composer:
Jordan Willocks
Sound Studio:
Grand Central
Post Production:
Time Based Arts
Animator:
Jess Gorick

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