ITV is Proud to Present Independence Day: Resurgence
ITV proudly presented a special ad break during England's first match in EURO 2016
This idea all began when the topic of Euro '96 came up in an idea session with the client in October 2015, arguably one of the most memorable championships to date for host-nation England, which is celebrating its 20th Anniversary this year. 20 years also marks the year the disaster movie genre was redefined by Independence Day. For a film aimed at predominantly ABC1 Men, what better place to launch the movie than during the biggest footballing tournament of the year, EURO 2016. We had found the perfect match!
The Proud to Present ad break sees former England players David Seaman, Terry Venables & Darren Anderton reminiscing, making the viewers at home think they're talking about the semi-final of Euro 96, however it transpires they're actually talking about the movie event of that summer - Independence Day: Resurgence. Teased in the opening match of the night before, the tension really built to see the reveal on the Saturday night match.
Using ITV pundit Ian Wright to introduce to special ad break and provide further context to the football, #Resurgence trended on Twitter during match and sentiment was positive as football lovers enjoyed the link between the two great battles.