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Apocalypse ravages ITV's top shows in climate disaster ad campaign

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, wholesome family broadcaster ITV decided to destroy its most loved TV properties to make a point about the climate disaster.

ITV has created a series of bleak climate disaster ads called The Shows We Never Want To Make to underline its commitment to having a net zero carbon business by 2030. The campaign, by ITV Creative, leverages and twists its top shows to illustrate a dying world.

Coronation Street becomes Catastrophe Street, This Morning is now This Warming and Ant and Dec host Saturday Night Blown Away, each showing in detail the effect the impending climate disaster could have if ignored.

After a brief shock, ITV urges viewers to play their part in reducing carbon emissions with the campaign launching Saturday 21 November during I’m A Celebrity...Get Me Out Of Here!.

ITV will invite viewers to measure and reduce their own carbon footprint here which contains tips on reducing your impact on the environment using WWF’s carbon calculator tool.

Programme makers will have to achieve albert certification and reduce the impact of their productions. Meanwhile, ITV is looking to run on 100% renewable energy, as well as becoming a zero waste business with a 100% sustainable supply chain, all by or before 2030.

Clare Phillips, director of social purpose at ITV, said: “Climate change can be a tough subject to talk about. We wanted to bring its effects to life in a really relatable way, showing what some of our shows might look like if nothing changes. But climate crisis is not inevitable; we can all change how we live and how we work. ITV makes massive shows, but we’re committed to making our environmental footprint as small as possible, creating the biggest shows with the smallest footprint. That's why we're going to get to net zero carbon by 2030."

Tony Pipes, executive creative director, ITV Creative, said that the idea was to get people uncomfortable during their most comforting shows. He explained: "Being comfortable won't stop a climate crisis. By affecting these familiar brands, we showcase the impact this will have and hopefully drive everyone towards a carbon-neutral future."

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