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On-demand TV service YouView is launching a new £10 million advertising campaign this week, with the strapline 'Catch up with your feet up'.

Adverts are scheduled to run across all media - including TV, print press, radio, digital and social media - from Saturday September 7th, promoting the virtues of a YouView set-top box.

BT and TalkTalk are among the service providers to offer pay-TV packages based upon the broadband-based YouView platform, which launched in autumn 2012.

Viewers can use the service to pause, rewind and record live TV, enjoy seven-day catch-up services and watch a host of content on-demand.

In the new TV advert, viewers are taken on a journey back through the week, highlighting the benefits of the seven-day scroll back feature available to YouView users.

The ad shows two people's feet and a TV screen moving backwards in time, visiting the supermarket, gym and pub - showing that whatever people have on, there is no need to miss their favourite TV shows.

Steve Conway, Head of Marketing & PR at YouView, said the partnership is "really pleased" with its new 'Catch up with your feet up' advertising campaign.

"We feel the campaign clearly demonstrates YouView's seven-day scroll back feature and just how easy our catch-up service is to use, while still being engaging and entertaining," he stated.

"We hope that this campaign builds on our position as the fastest growing TV service in the UK."

This advertising campaign was created by Albion, which replaced the incumbent agency Adam & Eve in April.

Nick Darken, Executive Creative Director at the firm, said that with people's lives becoming increasingly busy, catch-up TV services are now "essential".

"However it’s mostly a fragmented experience across different apps and devices," he stated.

"YouView has streamlined the experience so you can effortlessly scroll back through the last seven days and watch your show straight from the guide."

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