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
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
Colourist: Toby Tomkins
Soundtrack composer: Luis Almau
Audio post-production: Soundtree
Sound design: Henning Knoepfel
Music Supervisor: Jay James