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Not Just Telly uses the BBC’s much-loved TV shows and dramas to demonstrate the range of services it has on offer beyond TV. Each film in the campaign starts with an iconic scene which is then interrupted by a totally out of context clip showing one of the many BBC services. This contrasting juxtaposition landed the clear message that the range of BBC services are for all aspects of our lives and not just telly, in a direct and entertaining way.

As competition from streaming giants grew the BBC faced a challenge to remain relevant and valued. Many people thought of the BBC as just TV, so the brief was to remind audiences how much more there was to it, by repositioning it as a varied set of services. Because there’s no other media brand that offers such range – from TV, to radio, podcasts, news, sport, education tools, weather and beyond.


The idea was to use some of BBC’s most popular TV shows to demonstrate the breadth of the offer beyond TV, landing the concept that it’s ‘Not Just Telly’. Using iconic scenes from much-loved BBC shows, we allowed each scene to start as expected, then interrupted it with an unexpected BBC service. The contrasting tone and out of context service landed the simple message in an entertaining way.