Freeview Play: Set Yourself Free

Set in a world where paid TV is the norm, Leo Burnett London's new spot for Freeview sees a nonconformist screen break away from the establishment.

As an army of televisions pressure people to subscribe, upgrade and invest in their programming, our cute hero has other ideas and decides to carve out his own niche offering an alternative.

The charming animated spot is the result of a collaboration between the agency and directors Sam Brown at Rogue and Bjorn-Erik Aschim at The Line with post production from Electric Theatre Collective. See how the ad was made on The  Line's website.

In addition to the commercial's launch, DixonBaxi has teamed up with the brand to create an identity for Freeview Play, the UK’s only free aggregated on demand service. Freeview has developed an interactive EPG that allows the viewer to watch the previous seven days of programming direct from their TV's programme guide. It combines all of iPlayer, ITV player, All 4 and Demand 5 into one place.