It’s been 70 years since TV ads launched in the UK, so we teamed up with System1 and D&AD to showcase the creative, cultural and emotional icons we’ve seen on our screens. 

The Report

With System1 and D&AD, we distilled the icons of creativity, cultural relevance and emotional impact into a practical playbook for making ads that make history.

Living Room Legends is not just a retrospective. We have brought together creative expertise, cultural insight and emotional data to reveal the timeless principles behind the UK’s most effective and memorable campaigns.

This report includes ads that shaped culture, built brands and moved millions and it offers clear lessons for a new era of TV creativity. Complete the form to download* the report - this is for anyone who wants their work to be remembered, repeated and rewarded.

*T&Cs: Please note that by downloading the report, you agree to ITV and System1 processing your data.

Inside the report:

• Explore 70 iconic TV ads chosen for their emotional impact, cultural relevance and creative brilliance.

• Go deeper with 7 case studies that show what makes great campaigns work.

• See what System1 data reveals about these legendary ads.

• Uncover the creative patterns that span decades, categories and styles.

• Get practical lessons to help you make advertising that lasts and performs.

Living Room Legends: A Virtual ITV Summit

Watch the full summit recording below...

We’re excited to bring you our virtual summit, Living Room Legends. On Thursday 25th September we hosted a one-hour session celebrating the first 70 years of TV ad excellence!

The strategies behind the best ads in history still work today. Together with D&AD and System1 we've explored 70 iconic TV ads in a brand new report, charting emotional impact, cultural relevance and creative brilliance. 7 deeper case studies show what makes great campaigns work, with practical pointers for airing ads that perform - and make history.

During our virtual summit, we had a lively discussion and shared practical takeaways from an expert panel of creative and agency voices, who explored the lessons behind iconic ads and uncovered the patterns that made great advertising last.

Thanks to everyone who joined us to hear what we uncovered. If you missed it, you can watch our on-demand video above, because in a world chasing what's immediate, this was a powerful reminder of what endures.