UKTV is today (16 July) rebranding its streaming service and free-to-view channels with a glossy ad starring Cher at the head of its campaign.

The multi-media push, developed in partnership with Havas Entertainment, represents UKTV’s biggest ever campaign spend. It promotes the transition of its streaming service to be known as U, with free-to-air channels becoming U&Dave, U&W, U&DRAMA and U&YESTERDAY.

The TV ad tweaks Cher’s huge hit I Got You Babe as the superstar is seen travelling through well-known U shows performing a new, bespoke rendition of the song.

You can view the video below.

The TV commercial was developed by UKTV’s in-house creative agency in partnership with HunkyDory Films, and led by Scott Russell, UKTV’s creative director. It was directed by Christian Bevilacqua, with Leanne Farleigh as senior producer, Mary Claire Seiler as head of production and Eoin McLaughlin as creative consultant.

Russell said: “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?”

Penny Brough, UKTV’s chief marketing officer, said, “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. 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.

“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.”

TVC credits for U ad

• Creative Agency: UKTV Creative
• Production Partner: HunkyDory Films
• Creative Director: Scott Russell
• Creative Consultant: Eoin Mclaughlin
• Director: Christian Bevilacqua
• Senior Producer: Leanne Farleigh
• Talent Acquisition/Liaison: Leanne Farleigh
• Head of Production: Mary Claire Seiler
• Assistant Producer: Olivia Watters
• Head of Design: Peter Allinson
• Post Production: HunkyDory Films/ Al Sinclair
• VFX: HunkyDory Films