The natural process of attraction involves opening up to the other person, revealing the things that make you, you.  Uncommon has used this human characteristic to draw lapsed viewers back to its dramas.

It lets the shows’ main characters tell you about themselves, revealing the screen personalities that endear them to you. Giving you a feel for their trademark behaviours, faults and foibles…and why you love them.

Clever isn’t it? The standard TV show trailer format – jamming clips together with a voiceover that tells you that you can’t afford to miss the excitement – has moved way beyond expected and established itself firmly in boring.

The campaign, More than TV, is Uncommon’s first work for ITV. Its aim is to lure lapsed viewers back to its dramas and features Vera Stanhope (Brenda Blethyn) from Vera and Detective Inspector Fred Thursday (Roger Allam) from Endeavour. The ads, and the shows’ appeal, are summed up by the tagline, Great characters make great drama.

The spots are running on TV, in digital and in cinemas. More executions will appear through the year, and will include characters from other TV show genres.

Credits

Creative Agency: Uncommon Creative Studio

Production Company: Pulse Films
Director: James Marsh
Executive Producer: Lucy Kelly
Producer: George Saunders
DOP: Benoit Delhomme

Editor: Sam Sneade @ Speade
Post Production: The Mill
Colourist: Dave Ludlam
Music Supervision: Jay James & Lius Almau @ Soundtree
Sound design: Henning Knoepfel @ Soundtree

Media Agency: Goodstuff

Client: ITV
Chief Marketing Officer: Rufus Radcliffe
Director of Viewer Marketing: Paul Ridsdale
Head of Marketing – Brand Project: Sian Jones
Director of Social Purpose: Clare Phillips