Without a voiceover. Without the usual montage of shows. With a series of wonderfully comedic skits. Uncommon has created a series of sixteen sketches to launch ITV’s new streaming service, ITVX. Each shows a director and producer putting stars through their paces in a rehearsal room, challenging them to improvise their way through different scenarios to bring to life the UK’s freshest streaming service.
The series of ads includes world class acting talent, Emmy award winning, Matthew Macfadyen; Oscar-winning actress, Helena Bonham Carter; and BAFTA rising star, John Boyega. The campaign was directed by Emmy-nominated director, David Shane, through O Positive films.
ITVX launches on December 8, providing over 10,000 hours of high definition free programming and more new shows to stream for free than anywhere else. ITVX will also launch a number of new programmes available exclusively on the platform every week of the year.
The campaign launches on Sunday November 20, with the premiere spot starring Matthew MacFadyen. The comedy sketches featuring John Boyega and Helena Bonham Carter will debut later next week.
Jane Stiller ITV chief marketing officer, stated, “We wanted the ad campaign for ITVX to memorably bring to life the UK’s freshest streaming service, with more new shows for free than anywhere else. It features amazing homegrown talent at its heart and is a campaign platform we can use for years to come. This is just the start of what will be ITV’s biggest marketing campaign for decades, running over a full cross section of media from December 8th, when our new exclusive programming goes live on the service.”
Helena Bonham Carter stars as Noele Gordon in Nolly. Russell T Davies’ three-part series charts the unceremonious sacking of the Crossroads star, streaming exclusively on ITVX in 2023.
Matthew Macfadyen’s Stonehouse, is a real life drama showcasing the life and times of disgraced Labour minister John Stonehouse. John Boyega has curated a collection of his favourite films for the service, ahead of movies including Pacific Rim Uprising joining the streamer in coming months.
Credits:
Client: ITV
Agency: Uncommon Creative Studio
Production Company: O Positive
Director: David Shane
Executive Producers: Ralph Laucella, Marc Grill, Nell Jordan
Producer: Nell Jordan
DoP: Sebastian Blenkov
Production Designer: Sam Tidman
Editors: Gavin Cutler (Mackcut) & Mark Edinoff (Work Editorial)
Stylist: Gabi Yiaxis
Director Assist: Michael Clancy
Production Manager: Alex Yiaxis
Post Production: Selected Works
Executive Producer: Sean Costelloe
Producer: Katie Sharpe
Lead Online Artist: Dave Wishart
Colourist: Hannibal Lang (Bacon X)
Designer: Vibol Moeung
Sound: Wave Studios
Engineers: Parv Thind & Harry Butcher
Executive Producer: Beth Tomlin
Media Agency: Essence
