Broadcasting group UKTV has launched its new ‘U’ masterbrand with a launch advert featuring global superstar Cher.
The rebranding will see all of its channels transition to the new U banner, including flagships Dave and Yesterday.
Under the new identity – the group’s most popular channels will become U&Dave, U&W, U&Drama and U&Yesterday respectively, with viewers set to see the changes both on-air and digital platforms.
Centred around an innovative 60-second spot, the creative sees Cher pristinely edited into a range of shots from shows forming part of UKTV’s portfolio as she sings a rendition of ‘I Got You (U) Babe’.
“Following ten months of research, design work and asset creation, I couldn’t be more excited to see U come to life on and off air,” UKTV CMO, Penny Brough said. “We’ve taken a bold approach to our new branding, and this has been matched by our biggest ever multi-media campaign and our launch advert featuring Cher, one of the most recognisable women in the world.”
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“Our aim was to deliver an advert that’s authentic, memorable, creates talkability and feels every bit as dynamic as our new Masterbrand U. Cher’s iconic song I Got You Babe perfectly aligns with our campaign tagline “We’ve Got U”, reflecting the depth and range of almost 8,500 hours of free content available on the U streaming service.”
Developed in-house in partnership with HunkyDory Films, the hero film will be supported by an extensive media campaign led by Havas Entertainment.
UKTV creative director, Scott Russell added: “We wanted to create an ambitious advert to launch U to highlight the variety of quality programming and to stand out in a hugely competitive landscape. It had to be joyful, have content at its heart, and to tell the story of whatever you love, we’ve got you.”
“What’s more, it needed to be memorable and have a surprise factor that was not only authentic but connected with current and new viewers. Who better to do this than mega superstar, Cher, performing a brand-new version of her iconic song, I Got You Babe, whilst meeting some new and familiar friends on the way?”
