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ITV: Drama vs Reality by Uncommon

Agency: Uncommon
Client: ITV
Date: May 2021
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ITV has united two of its biggest stars from opposite ends of the programming spectrum for a new brand campaign dripping with murderous intent.

‘Drama vs Reality’ brings together BAFTA-winning actor Jason Watkins with Love Island winner and reality TV star Kem Cetinay, who is lured to the former’s plush trailer for a deadly glass of wine.

The brainchild of Uncommon, the playful piece is supported by a fully-integrated marketing campaign harnessing outdoor and social media activity to communicate the killer concept to as broad an audience as possible.