60S Hero edit: Director’s Cut 🎬
🚨 Production: Armoury Films @armourylondon 🎬 Director: Rollo Hollins 🎥 DOP: Ben Cotgrove
🔈 🌟 Voiced by Bill Nighy
In a crowded streaming market, services blur together. Viewers can't remember which platform has which show, let alone feel any connection to a brand. U needed to cut through and make themselves unforgettable.
What if the brand name itself became the campaign idea?
We created a love letter to viewers by playing on the double meaning of 'U' – literally calling out to the audience and their viewing quirks. Copy-led OOH celebrated the little truths we all recognise, with 20+ bespoke lines seen across the UK, including a major takeover at Victoria Station. The AV work was flexible enough to work standalone or adapt for specific genres and moods, creating multiple edits from a single shoot. The message: U is the service that truly gets YOU.
Beyond the campaign, we developed a brand tone of voice and playbook that gave the entire business a consistent voice to champion viewers.
Feel Good Sitcom edit
Thriller edit
Full Throttle edit
Favourite Pastimes edit
💐
Me ©️✍️ 🖼️ 🧐 Senior Creative / Copywriter / Art Director (freelance)
Ellie Peters 🎩 Head of Creative / CD
Armoury 🚨 Production
Rollo Hollins 🎬 Director
BBC Studios UKTV 📍
UKTV: U
streaming relaunch