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Agency: Uncommon
Client: ITV
Date: Apr 2019
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ITV has unveiled the next film in its future-facing 'More than TV' advertising campaign - a powerful montage of key moments of TV history

'Television' powerfully hits home the integral role of TV throughout the years by provoking viewers to look again at ITV through the prevailing stories it tells which continue to shape British culture today.

Created by Uncommon, the film highlights how TV mirrors the world and positions ITV right at the heart of culture.

'Television' is a gripping montage of ITV footage combined with observed audiences that highlights key stories from the 1960's to 2019 that have spoken empathetically with viewers.

The key stories include Corrie’s Hayley Cropper as the first transgender character in a British soap in 1998, World in Action documentary footage from gay pride demonstrations in the 1970s, Lost Voice Guy becoming the first comedian to win Britain’s Got Talent in 2018 and ITV weatherman Alex Beresford’s praised interruption during a live debate on knife crime during Good Morning Britain in January 2019.

Sir Trevor McDonald sandwiches the film together with an evocative soliloquy. The film opens with early 1970's footage of McDonald addressing the power of television and his narrative continues until the final scene where we are met with the renowned reporter in the modern day.

He closes 'Television' with a message addressed directly to the camera: "‘Because in the end, we are changed by what we see. Just as we are changed, when we are seen," which highlights TV's ability to not only show us lives different from our own but to present versions of ourselves.


Project name: ‘More than TV’

Agency: Uncommon Creative Studio

Client: ITV

Chief Marketing Officer: Rufus Radcliffe

Director of Viewer Marketing: Paul Ridsdale

Head of Marketing - Brand Project: Sian Jones

Footage Researcher: Tom Harris

Media agency: Goodstuff Communications

Production company: Academy Films

Director: Billy Boyd Cape

Production Company Producers: Juliette Harris and Simon Cooper @ Academy

Editor: Ed Cooper @ The Assembly Rooms

DOP: Molly Manning Walker

Post-production: The Mill

VFX Supervisor: James Mac

Post production producer: Ange Toner

Grade: Cheat

Colourist: Toby Tomkins

Soundtrack composer: Luis Almau

Audio post-production: Soundtree

Sound design: Henning Knoepfel

Music Supervisor: Jay James