BBC Launches Bold New Campaign Featuring Gelatinous Blobs to Promote Digital Services for 2006

London, UK – January 2006

The BBC has kicked off the new year with a vibrant, eye-catching campaign to encourage audiences to embrace its growing suite of digital services. The campaign, which premiered this week, introduces viewers to a quirky and colorful world inhabited by playful gelatinous blobs, designed to symbolize creativity, connectivity, and the boundless possibilities of the digital landscape.

The launch comes as the BBC continues its push towards digital transformation, urging audiences to explore platforms such as Freeview, BBC iPlayer (still in its pilot phase at this point), and its growing portfolio of digital radio stations and interactive online content. The campaign is part of the broadcaster's broader goal to modernize engagement with its audiences and boost uptake of digital TV and radio — an effort that aligns with the UK government's push for digital switchover by the end of the decade.

The Faces of Digital Joy: Meet the Gelatinous Blobs
Central to the campaign are the amorphous blobs, which glide, bounce, and interact in a vibrant, futuristic landscape filled with screens, streams, and soundwaves. Designed to appeal to viewers of all ages, the blobs represent an imaginative metaphor for people’s interaction with the BBC's digital platforms — full of life, adaptable, and endlessly entertaining.

The ads feature a playful tagline, “Don’t Get Left Behind, Go Digital,” encouraging audiences to explore the convenience and creative possibilities offered by digital entertainment. With bright, fluid animations and a lively, upbeat soundtrack, the campaign blends charm and technology to demystify digital services for those who may still be hesitant about the transition.

Reaching Diverse Audiences Across the UK
Rufus Radcliffe, the BBC's Director of Marketing and Audiences, spoke about the campaign's goals: “Digital is the future of broadcast, and this campaign is about making that future accessible to everyone. We know that for some, the leap to digital television and online services might feel daunting. By using these gelatinous characters — engaging, relatable, and fun — we’re hoping to make digital feel approachable and exciting.”

The BBC has planned a multi-platform rollout for the campaign, with the gelatinous blobs making their way to TV, online advertisements, billboards, and even short cinema spots. There are also plans for an interactive component on the BBC website, where users can customize digital blob avatars and explore BBC digital offerings in a gamified environment.

Driving the Digital Revolution
The campaign reflects a significant shift in how audiences consume content, with the BBC tailoring its offerings to match the rapid growth in digital engagement. While traditional television and radio still hold sway, on-demand streaming, interactive programming, and expanded digital radio content are transforming entertainment habits in the UK.

“We’re on the brink of a digital revolution,” Radcliffe added. “The gelatinous blobs remind us not to fear change but to embrace it. This campaign is about showing audiences how easy—and fun—it can be to access all the BBC’s fantastic content, no matter where or how they watch.”

A Step Toward the Digital Future
The BBC’s new campaign forms part of a concerted effort to hit key milestones in the UK’s digital switchover plan. By 2012, most analogue broadcasts will be phased out, with digital services taking their place. The BBC's energetic push aims to make this transition as seamless as possible for households across the country.

As the gelatinous blobs wiggle their way into the hearts of viewers, this campaign marks an unconventional but memorable step toward embracing a digital-first future. So, whether you're streaming your favorite show via Freeview or exploring BBC Radio through a digital device, one thing is clear: the blobs are here to make sure you don’t get left behind.


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