Global streaming platform Netflix has launched a new ad to support the roll-out of its ‘redesigned TV experience’ in a bid to better help its users find the kind of content they want.

Developed with international creative agency Toaster, the campaign will be centred around a 60-second spot that explains the benefits of the new-look and build, which includes updated artificial intelligence and structure.

The creative will aim to increase awareness of the new experience by highlighting its benefits and the way in which it can help Netflix find users find more relevant content.

“We thank Toaster tremendously for all the work in getting us here. We couldn’t have done it without the team’s support,” said Paul Lee, product marketing manager at Netflix.

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According to Netflix, the refreshed TV experience will offer simpler navigation, with shortcuts to search, shows, movies, games and ‘My Netflix via sections that appear at the top of the screen and will always be accessible.

Susannah Bard, Managing Director for Toaster added: “Collaborating with Netflix on the launch of their new TV experience was an absolute privilege.

“This was a momentous milestone for their product, and we were honoured to support the campaign from the ground up. We’re incredibly proud to have played a part in bringing this to life”