Broadband Delivery UK, the governement body responsible for building out superfast broadband in the United Kingdom, is launching a TV ad to promote the benefits of its investment in improving Internet access.
The campaign launches this evening and was created by Enter. It includes TV, which first airs tonight, as well as press, out of home, digital out of home, digital and radio ads.
The TV ad ends with the voiceover saying, "Welcome to the superfast nation. Now’s the time to get superfast broadband." On screen, viewers are directed to the website gov.uk/gosuperfast to find out more.
The creative director on the campaign was Rooney Carruthers, and the strategic director is Justin Gibbons. The ad was directed by Carl Addy through The Mill.
Chris Townsend, the chief executive at Broadband Delivery UK, which is part of the Department for Culture, Media and Sport, said: "Superfast broadband will transform the way we work and drive growth – it's a key part of the Government’s long term economic plan.
"Our rollout is on track with 1.5 million homes and businesses now having access, but evidence suggests that many consumers and small businesses don't know that superfast broadband is available in their area, or what they need to do to take up the service.
"That's why we were keen to work with Enter on a multi-channel marketing campaign to raise awareness, highlight the benefits and support take-up.
The new team at Enter has given us an exciting and vibrant ad which we think will have real cut through with our target audience."
This article first appeared on campaign.co.uk.