Broadcaster teasers are getting the high production treatment
In the competitive world of programming, UK broadcasters have been upping their creative game of late, as evidenced by two sterling efforts by the BBC and ITV.
UK broadcasters are investing in elevated production values for their promotional campaigns in 2026, producing teaser films that use advanced creative techniques to engage audiences amid competition from streaming services.
The trend reflects a shift from traditional network idents to more cinematic content, with a focus on smart use of effects and inclusive narratives.
BBC unveils stop-motion teaser for 2026 Winter Olympics
Building on past efforts such as the BBC’s textured ‘Wonderful World’ idents, BBC Creative has launched a new promotional film titled ‘Trails Will Blaze’ for the 2026 Winter Olympics, which will also serve as the event’s opening titles.
Directed by Yannis Konstantinidis of production company NOMINT, the 45-second spot features stop-motion animation of 700 3D-printed athletes traversing snowy landscapes with real fire trails, captured without CGI.
This Aardmanesque campaign builds on Konstantinidis and NOMINT’s prior work, such as the WWF’s ‘A Flammable Planet’ and ‘In Hot Water’ series, which used thermal imaging for environmental messaging, by applying similar elemental effects to sports promotion.
ITV goes immersive
ITV Creative has introduced a new brand film as part of its ‘There’s No Place Like ITV’ integrated campaign, highlighting the emotional bonds formed through collective television experiences.
The quick-fire montage spans historical and modern entertainment moments, illustrating universal reactions like laughter and tears across various audiences and genres.
Directed by Felix Brady of production company Stink Films, the project evolves from ITV’s earlier campaigns, including its 2020 climate-focused spots and ‘70 Years Idents’, while maintaining emotional depth.
Our take
Maybe it’s the newfound competition from the likes of Netflix, but it seems traditional TV channels are keen to stick out, especially when it comes to their flagship shows, in a sea of ‘must-see’ TV.
Both these examples make innovative use of production techniques, which I, for one, hadn’t witnessed. And free of AI, it seems, too, which in and of itself is a statement.
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