"As the UK’s TV viewing habits change, the success of BBC iPlayer has become seen as key to the corporation’s future. Yet it was struggling to connect with younger audiences, who assumed that neither the content nor the brand was for them. BBC Creative was asked to challenge this perception and prove that the platform was indeed relevant to under-35s.
In response, an irreverent brand campaign was created around the tagline Wasted on Some, which features caricatures of what young people believe the typical BBC viewer to be – a little prudish, a little conservative, and very British – before playfully suggesting that many iPlayer shows are in fact wasted on this audience."

Date created: October 2019 2019-10-01T00:00:00+0100
Date published: 20 January 2021 2021-01-20T12:36:38+0000




  • Adam SpiveyEditor
  • Andy ParkmanCreative
  • Anonymous ContentAgency
  • BBC CreativeAgency
  • Becca PottingerCreative Director
  • Ben RobertsProduction Company Producer
  • Ben SmithardD.O.P
  • Helen RhodesExecutive Creative Director
  • Laurent SimonExecutive Creative Director
  • Mark HillsSound Engineer/Designer
  • Rachel RobertsAgency Producer
  • Tim GodsallFilm Director
  • Tor FitzwilliamsExecutive Producer
  • * Creative Circle
  • * The Assembly RoomsEditing House
  • * Factory Studios LtdSound Design
  • * Electric Theatre CollectivePost Production Agency
Project featured: on 21st January 2021

Wasted on Some


Project tags