loveholidays is making its television debut. Not with a 60-second TVC. Ark Agency has found a more economical way to make an impact, using arresting visuals and wonderful wit. The campaign is a collection of sponsorship idents for ITV1, each a loving parody of a different cinematic era or genre, designed to sit in the break before the main feature begins.
The idents answer loveholidays’ brief to find unexpected place where holidays and movies intersect. Ark’s genuine humour and film-nerd precision came to the fore, enhanced by the decisions of director, Elena Petitti, and Monica Lenczewska’s cinematography. The resulting idents are loaded with cinephile references while remaining accessible to the broad ITV1 Movies sponsorship commands.
Xander Hart, creative partner, ARK Agency, commented, “Idents are one of our favourite forms of advertising – ten seconds to show what your brand stands for, right before the main feature begins. With loveholidays presents, we leaned into the pure joy of cinema. Each ident nods to a different era or genre, from the title design and lenses to the music that transports you instantly. They’re tiny films with bags of narrative, just enough story to pull you in, with a loveholidays twist. Craft-led, playful, cinematic. The perfect curtain-raiser.”
Medialab, loveholiday’s media partner, negotiated, planned and bought the ITV1 Movies sponsorship, as part of a continued effort to bring loveholiday’s challenger brand positioning to life through bold and unexpected media choices. The campaign targets adults aged 25-44 and their families during high affinity movie moments, creating sustained brand presence at the exact point when people are spending time with their loved ones and dreaming of their next adventure.
Jacqui Grimsey-Jones, brand director at loveholidays, commented, “It was important that our first step into TVadvertising felt true to who we are as a challenger brand – something that genuinely reflected the joy of holidays our brand firmly stands for, and wasn’t just another ad that could sit on any channel. The ITV1 Movies sponsorship slot gave us the chance to do something more playful, tapping into the film theme and reimagining it with our signature loveholidays twist. We’re really proud of the final result and are excited to see loveholidays presents appearing across the ITV network in the months ahead.”
Matt Semple, client managing director at Medialab, added: “loveholidays is known for putting a twist on each of its activations, and movies are a perfect medium for playfulness and surprise. Movies on ITV1 represent peak joint family viewing – moments in the week when people come together to escape with a favourite film, just as they do on holiday. Partnering with ITV1 Movies will ensure loveholidays is top of mind as young families plan their next getaway.”
The campaign is running across ITV1 until September.
The idents follow in the heels of loveholiday’s provocative OOH campaign, that piggybacked other billboards to gain attention.
