You can’t help but love Uncommon Creative Studio’s mini-drama. It’s a classic poison in the wine glass switch story, but the script is exquisite, the acting is superb, the drama is perfectly tight and nervy, adding a striking twist, the two stars are a quirky combination – BAFTA-winner, Jason Watkins, and Love Island winner, Kem Cetinay…
…And, for ad lovers, it’s an ad, the first in a series of unexpected pairings. An ad that highlights the irresistible appeal of the drama and reality shows on ITV hub.
The idea behind the campaign is that ITV’s drama and reality stars will stop at nothing to fight for viewers’ attention. ITV Hub has kicked off 2021 with its best ever viewing numbers for drama and vast array of drama and reality shows for viewers to discover.
The campaign launched in the first ad spot after The Brit Awards. The full campaign will also include outdoor as well as over the coming weeks innovative activations on younger skewing platforms such as Snapchat and Tiktok, bringing the Drama vs Reality idea to life, for what is ITV’s biggest brand campaign of recent times.
Jane Stiller ITV chief marketing officer, commented, “With this ambitious campaign, we are investing in getting the message out to viewers, especially those that do the majority of their viewing on demand, that ITV Hub is a destination for brilliant content and is the home of the best drama and reality programming.”
Nils Leonard, co-founder at Uncommon, added, ‘ITV is unique — it’s the only place to bring together epic British drama and ferocious reality in one place on the ITV Hub. We celebrate this collision with a series of gloves off films that blur the lines between advertising and entertainment, all showing the lengths ITV stars will go to in the fight for your attention.”
The campaign was directed by Oscar-winner, Tom Hooper (The King’s Speech, Les Misérables), whose credits also include the ITV drama, Prime Suspect, and filmed by cinematographer, Barry Ackroyd, whose BAFTA nominated work includes the iconic Green Zone, Jason Bourne and The Big Short, and Terry Needham, the 1st assistant director on Black Hawk Down.
Another unanticipated battle between ITV drama and reality TV stars launches in the UK next week.
Credits
Client: ITV
Marketing Director: Paul Ridsdale
Head of Brand Marketing: Brendan Dinen
Brand Marketing Manager: Rebecca Throp
Brand Marketing Exec: Harriet Lowe
Creative Studio: Uncommon
Production Company: Smuggler
Director: Tom Hooper
Producer: Nick Sutherland Dodd
Executive Producer: Sara Wallace
Managing Director: Fergus Brown
DOP: Barry Ackroyd
Production Designer: Eve Stewart
1st AD: Terry Needham
Editor: Russell Icke
Senior Assistant: Steven Waltham
Offline Executive Producer: Annabel Bennett
Post Production: Electric Theatre Collective
Shoot Supervisor: Giles Cheetham
Post Production: Producer: Magda Krimitsou
Post Production Coordinator: Larisa Covaciu
VFX Supervisor: Taran Spear
Digital Intermediate: Goldcrest Post Production
Digital Colourist: Adam Glasman
Online Editor: Daniel Tomlinson
DI Producer: Jonathan Collard
Director of Post Production: Rob Farris
2D Team: Matt Jackson, Alberto Pizzochero, Kia Coates, Rafa Vormittag & Rich Roberts
Executive Creative Director, Audio: Anthony Moore:
Sound Design & Mix: James Utting
Assistant Sound Engineer: Frankie Beirne
Audio Producer: Deborah Whitfield
