This is what we do - new campaign
The BBC is launching a new brand TV marketing campaign which will demonstrate the extreme lengths its staff go to every day to produce quality programming for its audience.
The campaign - the first of its kind since 1997's Perfect
Day - will feature real life examples of extraordinary BBC achievements,
large and small.
Each trail will feature a different story demonstrating
the passion and commitment of individuals working for the organisation - punctuated
by the simple endline - This is what we
Four trails will launch on Saturday 25 March:
- Kabul tells
the story of John Simpson and his news team's
struggle to broadcast the fall of the Afghan capital when a lorry
carrying satellite equipment broke down in the mountains.
of assuming defeat the team dismantled the satellites and put them
on donkeys - enabling them to arrive in Kabul 20
minutes before they were due to go live on air.
- The Office asks the audience:
"Who would commission a sitcom from someone who had never written,
directed or acted in one before?", before showing a classic
clip from the hit BBC TWO sitcom.
- Wall shows a BBC cameraman in action
during a conflict between Iraqi and British troops.
- Snow Leopard tells
the story of the search for an animal rarely caught on camera
- and the efforts that were made to get it on film for BBC
Helen Kellie, Head of Brand and
Planning at the BBC, said: "What truly sets
the BBC apart is the extraordinary lengths our people go to to get
great content for our audience. This campaign shows the public
some of that magic."
The campaign, which was developed for the BBC by Fallon, uses existing behind-the-scenes
footage - no director or production company was required or involved.
BBC Press Office