Simon Brown worked with A Large Evil Corporation to create the new collection of ads for SwitchCo the industry-funded body charged with the coordination of the digital switchover now operating under the name Digitaluk.

The spots feature a small helpful robot called Digit-al voiced by comedy genius Matt Lucas, the pieces were aired on ITV, C4 and channel5 over the summer months and Christmas 2007.

The ads depict the lovable robot who seemingly breaks the viewers television, cutting into the Sony Bravia and Guinness evolution ad's and one where he sits on top of a TV set where in all situations he delivers the important reminder of the analogue to digital transition which is happening at various times in different areas all over the country.

The ad's were created to raise public awareness of the end of analogue TV and prepare the UK for the biggest change in broadcasting since the introduction of colour.