The campaign includes a film created by UKTV Creative, its in-house creative shop, showing a variety of people using the platform in different ways, including on their phones when out and about, in their bedroom or at home on the sofa.
In addition to advertising, social media activity for the campaign will be handled by Social Life, using the hashtag #Loveyourthing. It will make use of the yet-to-be-launched Facebook Chatbot, through which UKTV can recommend shows to watch.
UKTV’s chief marketing and comms officer, Zoë Clapp, said: "With this campaign, we’re binning the sad old notion of a TV ‘guilty pleasure’ and celebrating the nation’s favourite pastime. Whether your thing is natural history, real crime, period drama or classic comedy, UKTV Play will be with you".
This is an abridged version of a story that originally appeared on PRWeek sister title Campaign.