The 30-second ad forms part of a £1 million fully-integrated, through-the-line campaign developed by the British Video Association (BVA).
Sony Pictures Home Entertainment, Twentieth Century Fox Home Entertainment, Universal Pictures (UK) Ltd, Walt Disney Studios Home Entertainment UK and Warner Home Video are all involved.
The ad will target High Definition television owners, highlighting the benefits of combining Blu-ray and HD take “make the most of technology”.
The TV ad will break on 23 November and run throughout December on all major channels, including ITV, Channel 4, five and Sky. It features various Blu-ray releases out this Christmas, including Ice Age 3, ending with the strapline: “What are you waiting for?”
Strategic public relations and a re-launch of the Blu-ray website (thisisbluray.co.uk) will support the ad.