This is a fantastically slick campaign from TV broadcaster Freeview, given that it is a not for profit company. Which begs the question, where did it find the budget to pull off this ad? Perhaps it was a favour from newly-appointed agency Leo Burnett. Or perhaps not, considering this was an £18m project.  Whatever the answer, audiences are lucky, since this is just the first in a series of ads gracing our screens over the next three years as Freeview repositions its brand to focus on generosity.

The ad finds a man waking up and follows him as he catches helium balloons floating around town, emblazoned with the logos of Freeview’s most popular channels. He races through streets collecting more balloons, but looks puzzled – maybe because he hasn’t had his morning coffee yet. Finally, he floats away, lifted by his balloons, and we zoom out to see others floating around with their bunches of balloons. This is the sort of ad that is made by its soundtrack, and here we have a perfect match in The Turtles’ Happy Together.  

Based on a surreal concept, the success of the ad is in its soft execution, so relaxed that it makes his journey seem almost normal. Its soft tones and easy styling give the commercial a homely feel, making it easy to digest and – unlike so many ads – enjoyable to watch again and again.

We look forward to seeing more in this series. And, even if you don’t have the sort of budget that this ad has swallowed, you could still get an ad that will fly for you from 13,500 world-class creatives and agencies. Brief the Exchange now!