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To launch UKTV’s new masterbrand U, the client brief was to create a campaign that would deliver mass awareness, drive buzz, and feel unlike any other streaming service launch—especially during a crowded summer of sport. The creative needed to explain the shift from UKTV Play to U while positioning the platform as a fun, easy, and deeply entertaining destination.
The insight was simple but powerful: while people talk about the big, prestige shows they’re watching, the reality is often more eclectic—comfort TV, guilty pleasures, hidden gems. The brief challenged us to hero that broad spectrum of content, celebrate our collective love of TV, and remind audiences that whatever they’re into—we’ve got U.
The campaign also needed to land with energy, humour, and standout appeal—something that would cut through mainstream media, generate talkability, and feel completely ownable to UKTV’s tone of voice.

The Cher-fronted launch promo was rolled out across a range of mediums to ensure maximum impact and reach. The hero film aired on broadcast TV, across UKTV’s own channel network including U&Dave, U&Drama, U&W, and U&Yesterday.
It was also launched across digital platforms, including the U streaming app, website, and YouTube, optimised for mobile and on-demand viewing.
The campaign extended into social media, with cutdowns and behind-the-scenes content tailored for platforms like Instagram, TikTok, and X (formerly Twitter), helping generate organic buzz and conversation.
Additionally, the promo was supported through print media and out-of-home (OOH), including billboards and digital screens in high-footfall areas to build brand visibility during the rebrand rollout.
This multi-channel approach ensured the campaign connected with both traditional TV viewers and digital-first audiences, delivering broad awareness at launch.

The concept was born from a simple but relatable insight: in a world of endless TV options, choosing what to watch has become a chore, when really, it should be fun. The brief was to launch U, UKTV’s new streaming masterbrand, with a bold idea that would cut through the noise, celebrate the diversity of content, and resonate with a broad audience.
The objective was twofold: create talkability and drive engagement—positioning U as a fresh, entertaining brand that understands how and why people really watch TV. The creative challenge was to land the rebrand clearly, while showcasing the breadth of genres and shows available—without relying on a standard montage or explainer format.
With a carefully managed marketing budget, the team knew this idea had to deliver maximum impact. The answer? Cher. By placing an iconic, unexpected cultural figure inside UKTV’s content—singing, interacting, and reacting—we created a campaign that felt funny, surreal, and unmistakably ownable.
At the heart of the film is a bespoke version of Cher’s iconic track, reinvented as “I’ve Got U”. The performance acts as a narrative and emotional thread, uniting the scenes and reinforcing the brand message: whatever you want to watch, we’ve got U.
The campaign connected with both loyal channel viewers and digital-first streamers, blending celebrity, humour, and nostalgia into a joyful celebration of television—everything the U brand represents.

The campaign was centred around a hero film featuring Cher performing a bespoke version of “I’ve Got U”—a reimagining of her classic track “I Got You Babe.” The execution blended live-action performance, clever visual effects, and seamless show integration, placing Cher inside the world of UKTV’s content. She appears across multiple genres and shows, from MasterChef to Mad Men, interacting with the action in playful, unexpected ways.
The film’s styling was bold and theatrical, with Cher styled in a high-glam, unapologetically iconic look that contrasted perfectly with the more grounded, everyday TV settings she appeared in—adding humour, contrast, and memorability.
Technically, the production combined traditional filmmaking with advanced compositing and post-production techniques to blend Cher into existing show footage with precision and flair. Music production involved recording an entirely bespoke vocal performance from Cher—transforming the familiar into something brand new and perfectly aligned to the brand.
The process involved close collaboration between UKTV, agency, production teams, and Cher’s own creative circle. Every detail was considered—from selecting show clips that matched lyrical cues, to timing visual effects and transitions with the rhythm of the track.
In terms of scope, the campaign rolled out across TV, social, digital, streaming, and OOH, supported by cutdowns, teasers, and reactive content. The result was a launch moment that was cinematic in execution, culturally resonant, and built to scale—a standout campaign that captured the essence of the U brand: fun, bold, and brilliantly entertaining.

The Cher-fronted campaign delivered exceptional results across all key metrics, successfully fulfilling the brief and driving both brand and business impact. In launch week alone, sign-ups to U increased by 138%, and weekly active users rose by 23%, showing immediate traction with audiences.
Brand awareness saw a major uplift, with recognition of the U brand increasing by 46% among target viewers. The campaign also boosted word of mouth and brand buzz by 8%, demonstrating its cultural resonance and talkability.
By the end of 2024, direct-to-consumer views grew by 34% year-on-year, and active users rose by 21%—proof that the campaign delivered sustained success beyond launch. In a broader business context, UKTV achieved a 40% increase in total viewer minutes for on-demand content across free and pay platforms, positioning it as the fastest-growing on-demand service in Britain.
The hero film aired in 1,020 unique media breaks, reaching a potential audience of 545 million across broadcast, digital, and print. It even earned a full airing on Good Morning Britain’s entertainment segment, a rare and telling sign of its public and industry impact.
From reach and engagement to business growth and brand recognition, the campaign not only met its objectives—it defined the launch of U with humour, heart, and scale.

This campaign was not only about launching a new name—it was about signalling a new era for UKTV. The Cher-fronted promo became a cultural moment, setting the tone for U as a brand that’s bold, entertaining, and unafraid to do things differently.
From a production standpoint, it pushed creative and technical boundaries—from negotiating music rights and securing a bespoke performance from Cher, to the complex integration of VFX and legacy show content, all crafted to feel seamless and celebratory.
The bespoke track “I’ve Got U” wasn’t just a clever nod to the brand—it became the emotional and narrative thread that united the entire piece, giving the campaign a musical identity as memorable as the visuals.
This work was also part of a wider, integrated brand transformation, with every element—from app design to OOH and social—anchored by a clear creative idea and executed with precision. It proves that with the right insight, a tight brief, and a bit of Cher magic, a brand can relaunch in a way that’s truly unforgettable.

Creative: UKTV Creative
Media: Havas Entertainment
Brand Design and Strategy: Wolff Olins

Creative Agency: UKTV Creative
Creative Director: Scott Russell
Creative Consultant: Eoin Mclaughlin
Senior Producer: Leanne Farleigh
Assistant Producer: Olivia Watters
Head of Production: Mary Claire Seiler
Head of Design: Peter Allinson
Project Manager: Charlie Eydmann
Production Partner: HunkyDory
Director: Christian Bevilacqua
Exec Prod: John Doris
Producer: Stephen Plesniak
Prod Manager: Lisa Lake
Prod Co-ord: Rhian Boughtwood
Director of Photography: Ian Murray and Edd Lukas
Post Production: HunkyDory / Al Sinclair
VFX: Christian Bevilacqua/ HunkyDory
Head of Social Media: Georgia Quantrell Cousins
Social Media Creative : Adam Davies
Chief Marketing Officer: Penny Brough
Marketing Director: Nick Gilmer
Head of Marketing: Jo Earthy
Marketing Manager: Cheryl Vaz
Head of Consumer Communications: Charlotte Scott

Head of Design: Peter Allinson
Design Producer: Sophie Bryant
Designers: Rachel Shearman and Tom Webster
Copywriter: Scott Russell / Paul Philphott
Creative studio: MMMultiply