ITV launch comical campaign to premiere brand new streaming service ITVX
ITV release new campaign for ITVX, a series of star-studded comedic sketches with Matthew Macfadyen, Helena Bonham Carter and John Boyega, created by Uncommon Creative Studio.
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ITV has released a brand new ad campaign for ITVX, a series of star-studded comedic sketches, created by Uncommon Creative Studio.
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.
The series of ads consist of sharp-witted comedy sketches which are set in a rehearsal room, where we see a director and producer put the stars through their paces, as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s freshest streaming service.
Credits
View on- Agency Uncommon/London
- Production Company O Positive
- Director David Shane
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Credits
View on- Agency Uncommon/London
- Production Company O Positive
- Director David Shane
- Editing Mackcut
- Editing Work Editorial/London
- Post Production Selected Works
- Color Bacon X
- Sound Wave Studios/London
- Talent Matthew Macfadyen
- Executive Producer/Founding Partner Ralph Laucella
- Executive Producer Marc Grill
- Executive Producer/Producer Nell Jordan
- DP Sebastian Blenkov
- Production Designer Sam Tidman
- Editor Gavin Cutler
- Editor Mark Edinoff
- Executive Producer Sean Costelloe
- Producer Katie Sharpe
- Online Artist David Wishart
- Colorist Hannibal Lang
- Sound Parv Thind
- Sound Harry Butcher
- Executive Producer Beth Tomblin
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Uncommon/London
- Production Company O Positive
- Director David Shane
- Editing Mackcut
- Editing Work Editorial/London
- Post Production Selected Works
- Color Bacon X
- Sound Wave Studios/London
- Talent Matthew Macfadyen
- Executive Producer/Founding Partner Ralph Laucella
- Executive Producer Marc Grill
- Executive Producer/Producer Nell Jordan
- DP Sebastian Blenkov
- Production Designer Sam Tidman
- Editor Gavin Cutler
- Editor Mark Edinoff
- Executive Producer Sean Costelloe
- Producer Katie Sharpe
- Online Artist David Wishart
- Colorist Hannibal Lang
- Sound Parv Thind
- Sound Harry Butcher
- Executive Producer Beth Tomblin
Launching on 8th December, ITVX is the UK’s freshest streaming service, with viewers gaining access to 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 eagerly anticipated new programmes available exclusively on the platform every week of the year.
The series of sixteen different advertising executions will begin to run from Sunday 20th November, with the premiere ad starring Matthew MacFadyen, the comedy sketches featuring John Boyega and Helena Bonham Carter will debut later next week.
“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.”
O Positive director David Shane said: "I was so excited by this project because it had one of those great, misguided characters who, for reasons unknown, has been put in charge without any necessary qualifications or talent. Like myself. There’s nothing more fun than getting a handful of truly gifted, funny, facile actors in a room to play around with a great idea. And that was the case here. As soon as Jonas and Sam pitched me the idea, I was in. We shot with four cameras simultaneously so every time we built a moment, it was in the can.
"The campaign plays with the idea that even the most accomplished actors are vulnerable to passionate, yet insane, directors. It’s a lovely comedic friction that develops as these celebrities try to dutifully stay in the scene even as it becomes increasingly apparent that there is no scene. Or script. Or smart ideas. It’s always fun to watch a great actor learn what the audience already knows, that they are in a bad situation that won’t end well.”
