BBC's new campaign features network's achievements

MUMBAI: UK pubcaster The BBC is launching a brand new television marketing campaign in the UK. This will demonstrate the extreme lengths its staff experience daily to produce quality programming for its audience.

The campaign – the first of its kind since 1997's Perfect Day - will feature real life examples of BBC achievements, large and small. Each trail will feature a different story demonstrating the passion and commitment of individuals working for the organisation – punctuated by the simple endline - This is what we do.

Four trails will launch tomorrow 25 March. Kabul tells the story of John Simpson and his news team's struggle to broadcast the fall of the Afghan capital when a lorry carrying satellite equipment broke down in the mountains.

Instead of assuming defeat the team dismantled the satellites and put them on donkeys – enabling them to arrive in Kabul 20 minutes before they were due to go live on air. The Office asks the audience: "Who would commission a sitcom from someone who had never written, directed or acted in one before?", before showing a clip from the hit BBC Two sitcom.

Wall shows a BBC cameraman in action during a conflict between Iraqi and British troops. Snow Leopard tells the story of the search for an animal rarely caught on camera - and the efforts that were made to get it on film for BBC ONE's Planet Earth.

BBC head brand and planning Helen Kellie said, "What truly sets the BBC apart is the extraordinary lengths our people go to to get great content for our audience. This campaign shows the public some of that magic."

The campaign, which was developed for the BBC by Fallon, uses existing behind-the-scenes footage – no director or production company was required or involved.

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