ITV and Uncommon create comical campaign for new streaming service

ITV and Uncommon create comical campaign for new streaming service

ITV has released the brand 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. 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.

Launching on 8th December, ITVX is a 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.

Jane Stiller ITV’s Chief Marketing Officer said,“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.”

Helena Bonham Carter stars as Noele Gordon in Nolly, Russell T Davies’ three-part series charts the unceremonious sacking of the Crossroads star, streaming exclusively on ITVX in 2023.

Matthew Macfadyen’s Stonehouse, is a real-life drama showcasing the life and times of disgraced Labour minister John Stonehouse. The high-flying member of Harold Wilson’s Government, vanished from the beach of a large luxury hotel in Florida in November 1974, leaving a neatly folded pile of clothes as he swam into the sea, intent on faking his own death.

John Boyega has curated a collection of his favourite films for the service, ahead of movies including Pacific Rim Uprising joining the streamer in coming months. Speaking of the upcoming launch of ITVX he said: “It’s imperative that quality British drama and entertainment is made readily available to all audiences at this time. All you need for a night in watching ITVX is a blanket, popcorn, and your phone out of sight”.


Project title: ITVX The Freshest
Client: ITV
Agency: Uncommon Creative Studio
Production Company: O Positive
Director: David Shane
Executive Producer: Ralph Laucella, Marc Grill, Nell Jordan
Producer: Nell Jordan
DP: Sebastian Blenkov
Production Designer: Sam Tidman
Editors: Gavin Cutler (Mackcut) and Mark Edinoff (Work Editorial)
Stylist: Gabi Yiaxis
Director Asst: Michael Clancy
PM: Alex Yiaxis
Post-Production: Selected Works
EP: Sean Costelloe
Producer: Katie Sharpe
Lead Online Artist: Dave Wishart
Colourist: Hannibal Lang (Bacon X)
Designer: Vibol Moeung
Sound: Wave Studios
Engineer: Parv Thind / Harry Butcher
EP: Beth Tomlin
Media Agency: Essence

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