The British Video Association, on behalf of Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Pictures (UK) Ltd., Walt Disney Studios Home Entertainment UK and Warner Home Video has today unveiled a major new television advertising campaign that will promote the benefits of the Blu-ray format, in the run up to the crucial Christmas sales period.

The 30” spot will break on November 23rd and run throughout December. It is set to air across all major television channels, including ITV, Channel 4, Channel 5 and Sky.

It is estimated that 40 million consumers will view the advert, including 74% of High Definition television owners - the key audience for the campaign. It forms part of a £1 million fully integrated, through-the-line campaign that has been developed by the BVA, which sees the advertising campaign being underpinned by strategic public relations activity and a re-launch of the Blu-ray website to thisisbluray.co.uk.

The advert is the first dedicated specifically to promoting the Blu-ray format, and is designed to raise awareness and excite consumers, focusing in particular on the superior sound, enhanced picture quality and interactivity of the extras offered by the Blu-ray format.

The television commercial features footage from new Blu-ray releases out this Christmas - Terminator Salvation from Sony Pictures Home Entertainment, Ice Age 3 from Twentieth Century Fox Home Entertainment, Inglourious Basterds from Universal Pictures (UK) Ltd., Snow White Platinum Edition from Walt Disney Studios Home Entertainment UK and Harry Potter and the Half Blood Prince from Warner Home Video. The commercial ends with the motivational call to action, “What Are You Waiting For?”

Lavinia Carey, Director General, British Video Association, commented: “11 million British households now own a High Definition television, yet many of them are failing to make the most of their technology. The best way to enjoy films at home is in High Definition and on Blu-ray discs and our goal is to boost understanding of the benefits of Blu-ray in the run up to Christmas.”

Story filed 21.11.09