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Friday, 3 Sep 2010

Inside ITV

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ITV1 looks on the bright side

ITV1 looks on the bright side

9th April 2009


On Saturday 11 April, ITV1 launches its landmark brand campaign with a television, cinema and online advert called Beach. The campaign introduces a new strategy and strap line, The Brighter Side, which articulates what ITV1 stands for – the most entertaining, upbeat, optimistic programming in the UK.

ITV1’s first brand ad articulates how ITV1 programmes provide viewers with a drop of sunshine. The film aims to differentiate ITV1 from its competitors and remind viewers that ITV is one of the UK’s most loved brands. By producing such a bold, filmic television advert, ITV is also showcasing how powerful the medium of television remains and why brands should use television to communicate their messages.

Beach was produced with commitment to the craft of commercial production and creativity, enlisting BBH to create the strategy and idea for the campaign. Director Rupert Sanders, who won this year’s Cannes Lions Grand Prix for his Xbox Halo 3 commercial, created a scene in which we find children exploring a dull, boring Britain until they pierce the clouds above by throwing stones, letting out ray after ray of sunshine. Post-production was done by The Mill.

The 90-second film also exists as a 60-second spot and will break during Britain’s Got Talent, one of the country’s most loved and most watched programmes, with last year’s final show drawing one of the biggest audiences of the year.

David Pemsel, Group Marketing Director of ITV, said: "The ITV1 brand is synonymous with optimism and universal shared experiences. The Brighter Side and this campaign is about building and owning this territory to create greater engagement and loyalty with our viewers. ITV1’s programming has had a fantastic start to the year in drama, sport and entertainment and we believe, with the launch of this year’s Britain’s Got Talent, that there’s no better time to remind viewers of The Brighter Side of the channel."

Nick Gill, BBH Executive Creative Director, said: "The Brighter Side is all about optimism and a bit of positivity. The use of sunlight in the film is literally symbolic of ITV1’s offering and wish to pierce through the nation’s doom and gloom in a beautiful and glorious way."

BBH has worked with ITV since 2007 and has produced press and outdoor advertising around specific programmes. The agency is currently holder of the IPA Effectiveness Agency of the Year and Grand Prix awards. Last week, BBH was voted one of the Sunday Times Top 100 best companies to work for in the UK and received a special award for its philanthropy.