Freeview launches new phase of ‘Best Things in Life Are Free’
Freeview has launched a new phase of the ‘The Best Things in Life are Free’ with a Swing version of the song.
The announcement:
A year after the debut of its acclaimed “The Best Things In Life Are Free” TV campaign, Freeview last night launched a new phase of the campaign with a ‘swing’ performance of the highly popular 1920s song.
The Pearly Shells, one of Melbourne’s most sought after and loved Swing/Jazz and R&B bands, was chosen to feature in the new production, which also features appearances by more than 20 of Australia’s favourite TV personalities from across the Freeview networks.
The 60-second TV commercial went to air on all Freeview channels yesterday evening, with the band’s song performance once again interspersed with clips from a number of Freeview’s new and best-loved programmes.
“Freeview has received fantastic feedback on our Best Things In Life Are Free campaign since we launched in September last year, so it was logical for us to refresh the creative treatment without letting go of a song that’s proven such a hit with viewers,” Freeview General Manager, Liz Ross, said.
“Everyone enjoyed the song’s performance by the Melbourne Ska Orchestra, and we think viewers will love the new version,” she said. “As in the original campaign, the creative treatment is lively and upbeat. It’s a celebration of the fact that the best TV in Australia is free to watch on Freeview.”
The new campaign execution was produced by Ron Mather and Christine Barnes, the two person consultancy It’s The Thought That Counts, who also created and developed the original campaign concept.
“We’ve really loved helping Freeview build a strong brand personality and it’s rare in today’s environment to have the opportunity to develop a campaign because so many marketing campaigns these days are just one-off ads,” Mather said.
“The cut through of the Freeview campaign has been really strong – it’s a true celebration of what Free To Air television is all about – great entertainment, absolutely free. We had as much fun with the new execution as we had with the first one – and it shows,” he said.
The Pearly Shells have played together for 12 years, and are about to launch their seventh album under their own label.
Steve Purcell, band leader, said: “To be invited to be part of the Freeview campaign was very exciting for us, and we’ve loved adding a fresh touch to such a successful campaign.
“It’s been a great experience for the band, and singer Yvette Johansson delivers a great performance, as do the backing singers,” he said.
The TVC ends with the tag line “Freeview. The Best TV. Absolutely Free.”
The campaign will run over the next 12 months on all Freeview networks, launching with a 60-second version.
Production partners included music mixed by The Sound Lounge, filming through Jon Webb Photography and post production through Method Studios once again using the editing skills of Seth Lockwood.
The campaign can be seen by visiting Freeview on YouTube: https://www.youtube.com/FreeviewAustralia1
For further information, please visit: www.freeview.com.au
Source: Access Public Relations media release.
