ITV has adopted humour and – almost – an expletive to remind men to stay at home and act responsibly during the pandemic.
The PSA, created by ITV Creative, tells the story of a ‘Nick Head’ who ignores the lockdown restrictions to partake in some questionable outdoor activity. Working with Public Health England, ITV identified this demographic in particular as needing a specialised message.
Voiced be Tony Hirst, the spot tells the story of a man who risks long drives and socially distanced BBQs and is aimed at men between 35 and 54. Viewers are told to 'Stay at home and watch tele instead. And don't be a Nick.' This work was created for ITV4.
It is a sequel to ‘Rick Head’ voiced by Love Island’s Iain Stirling earlier this month, which spoke to a younger demographic on ITV 2.
Paul Ridsdale, director of viewer marketing at ITV, said: “This campaign aims to talk about the most serious issue facing all of us today, but in the light-hearted, teasing tone you’d expect from ITV2. Sometimes the best way of getting someone to take notice is to take the mickey. We hope this can contribute to the effort to encouraging everyone to stay at home unless it’s an essential journey.”
The in-house creative teams at the UK broadcasters have been busy. Channel 4 and the BBC’s PSA efforts both landed last week with strikingly different tones but the same message – 'stay at home (and watch TV)'.
It comes during a tough time for UK TV broadcasters. Despite boasting audience highs due to the lockdown, they’re being hurt by brands showing a reluctance to spend during the turbulence. One media buyer told The Drum last week “TV’s pricing has went through the floor” as a result.
Vote for the campaign below in The Drum’s Creative Works.