The Kid Who Would Be King was the perfect child friendly heroic adventure and partnering with 20th Century Fox gave the platform to highlight The Daily Mile's health campaign in a fun, contextual way. What better way to promote a healthier lifestyle for children than partnering with this action packed, fun adventure film.


The Daily Mile is simple, free and gets children out of the classroom for fifteen minutes every day to run or jog, at their own pace, with their classmates, making them fitter, healthier, and more able to concentrate in the classroom. The Kid Who Would Be King was the perfect platform for the Daily Mile, to engage with a young audience and encourage children to take charge and live a healthy lifestyle.


The bespoke 30” ad, developed and produced by creative comms agency Media Zoo, sees a young incarnation of Merlin (Angus Imrie), as the face of the campaign rallying a group of children to take on the ultimate quest and join The Daily Mile. The co-branded creative ad for the film premiered on ITV on Monday 11th February.

We are delighted that we have been able to work with ITV, INEOS and 20th Century Fox to encourage more children to join the quest to get Fit For Life and to encourage more schools to sign up to The Daily Mile. The support of ITV has made such a difference to the Foundation and the partnership with The Kid Who Would Be King brings out the fun in all of us. Elaine Wyllie, Founder of The Daily Mile

The Daily Mile.png

We are delighted to be partnering with ITV, INEOS & The Daily Mile for the release of our upcoming live-action family adventure movie The Kid Who Would Be King. The Daily Mile is a wonderful initiative that aligns perfectly with the films central theme of encouraging children to unite together for an epic quest! Maria Buttaci, Partnerships Manager at Twentieth Century Fox
INEOS has been supporting The Daily Mile for the last four years. We know how important it is to encourage children to get fit and healthy and look after themselves, not just for today but for the years to come. We are delighted to be working with Twentieth Century Fox, and ITV to help take The Daily Mile to the next level. Jim Ratcliffe, Founder and Chairman of INEOS

Keep up to date

Keeping up to date with the latest insights and inspiration from ITV Commercial is easy

Stay in the loop