The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Creative Works ITV

ITV unveils visual soliloquy that highlights TV's role in shaping British culture


By Imogen Watson, Senior reporter

April 21, 2019 | 3 min read

ITV has unveiled the next film in its future-facing 'More than TV' advertising campaign - a powerful montage of key moments of TV history that have spoken to viewers over time.

ITV Uncommon

ITV Uncommon

'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 1960s 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.

The work was directed by Billy Boyd Cape through Academy Films and will air across TV, digital and cinema.

Discussing the new film, ITV's chief marketing officer, Rufus Radcliffe commented: “This latest film in our new ‘More than TV’ brand advertising campaign shines a light on some of the powerful stories ITV has told over the course of its history that have shaped culture in Britain.

"It is an impactful and emotional snapshot of the moments that have raised awareness and understanding of important and difficult subject matters to millions of viewers.”

Adding to this, Nils Leonard, co-founder at Uncommon said: “This work moves people to look again, at the stories they think they know, and at the network they have made their mind up about. ITV reaches tens of millions of people every week, and the stories it creates take on some of the UK’s biggest issues.

"While the television ITV makes entertains millions, it also asks questions of us all, brings modern tensions to bear and pushes culture forwards. ITV marries entertainment, scale and purpose week in, week out: this is creativity in its most powerful form.”

ITV: Television by Uncommon


Overall Rating 4/5

Vote now
Creative Creative Works ITV

More from Creative

View all


Industry insights

View all
Add your own content +