The UK is a nation of TV lovers, but we haven’t noticed how complicated things have become. With new channels, streaming apps and shiny bits of tech, things have got confusing and costly – but a lot of us continue to stick with what we know best.

As the first service to offer live, free telly using only the internet, Freely offered a better way. We focused on Freely’s unique benefit whilst celebrating the joys of settling down for a proper night in. As our VO pointed out: “just because you can watch a new Freely TV anywhere there’s Wi-Fi, doesn’t mean you should.”

A couple curled up watching Doctor Who in the back of a cab. A woman getting engrossed in a Michael Palin doc in the supermarket. A bloke getting a bit too into Bake Off in a restaurant. Our ad featured people enjoying big TV moments – on big TVs – but in ridiculous Wi-Fi-enabled places. The ad then finishes with a family enjoying TV the right way, sat together on the sofa. Much better.

Across social, outdoor and mobile media we led with tightly focused messaging that played with headlines such as ‘Bagsy the best seat on the sofaaaaaaaa!’, with everything geared to positioning Freely as a simpler and way more relaxing way to enjoy a night in.

In the year following its launch, Freely established itself as the future of TV in the minds of the nation.