New campaign Digital UK

Consumers are being urged to buy digital TV sets now rather than wait for switchover, in a £7m advertising campaign from Digital UK.

The “Why Wait” campaign, which has been created by Abbott Mead Vickers.BBDO, aims to remind people that they do not have to wait to enjoy the benefits of digital TV.

The ad will feature robot character Digit Al, animated by Aardman Animation and voiced by Little Britain star Matt Lucas. It will run across commercial channels, BBC1 and BBC2 and there will be a particular focus on the Granada region, which is due to switch over in 2009. It breaks in the first week of October and will run until Christmas.

Digital UK, which is overseeing the change from analogue to digital, says that although two-thirds of the population are aware of the switchover, too few people are doing anything about it.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here