A campaign by Uncommon
Robert Moore, the Washington correspondent for ITV News, went viral and won widespread praise from peers for an extraordinary report following Donald Trump’s supporters as they forced their way into the U.S. Capitol.
Moore was in the thick of the carnage on a historic day in the U.S. capital, surfing the mob wave as it battered down the doors and windows of the Capitol building, and calmly reporting on the events as they unfolded around him.
In the void of fake news, Uncommon's most recent print ad for ITV aims to show real reporting at the heart of the action - the calm within the chaos. As Carolyn McCall, chief executive at ITV since January 2018, continues to push the channel's agenda to bring ITV closer to its consumers, this latest work sits perfectly within the rebrand speaking honestly and directly to its audience.
The ad reads:
On the 6th of January this year, in the corridors of the Capitol, windows were broken.
Doors were smashed. Reporters assaulted. Lives were lost.
‘This is exactly what was feared. But in no way is this a surprise’ says a voice, calm in the chaos.
The voice of ITV News journalist Robert Moore.
And we saw the truth in the Capitol that day, because he did.
If the world can see, the world can change.
Moore’s despatch was roundly praised by his peers both in the U.S.
and UK. ITV colleague Piers Morgan wrote that he “perfectly captured the
anarchical horror of it all.” CNN’s Kate Bolduan described it as a
“pretty astonishing eyewitness report,” while NBC News’ chief global
correspondent Bill Neely said it was the “finest piece of the day by
Campaign Name: If the world can see it
Creative Studio: Uncommon