ITV riles Helena Bonham Carter and others to promote ‘fresh’ streamer ITVX
ITV has tapped Helena Bonham Carter, Matthew Macfadyen and John Boyega to promote the launch of its new streaming service ITVX.
Ahead of rolling out ITVX on December 8, ITV has released a series of comedic sketches that front its biggest marketing campaign in decades.
Uncommon is behind the campaign, with David Shane directing and O Positive Films producing.
The ad series is set in a rehearsal room where a director and producer get the three actors to improvise different scenarios that will promote the ITVX service.
With sixteen different executions, ITV is to gradually roll out the campaign, kicking off on Sunday November 20 with Macfadyen’s installment.
Jane Stiller, ITV’s chief marketing officer, said the campaign will focus on promoting the fact that ITVX will have more new shows for free than other UK services. She added: “It features amazing homegrown talent at its heart and is a campaign platform we can use for years to come.”
Production company: O Positive
Director: David Shane
Executive producer: Ralph Laucella, Marc Grill and Nell Jordan
Producer: Nell Jordan
DP: Sebastian Blenkov
Production designer: Sam Tidman
Editors: Gavin Cutler (Mackcut) and Mark Edinoff (Work Editorial)
Stylist: Gabi Yiaxis
Director asst: Michael Clancy
PM: Alex Yiaxis
Post-production: Selected Works
EP: Sean Costelloe
Producer: Katie Sharpe
Lead online artist: Dave Wishart
Colorist: Hannibal Lang (Bacon X)
Designer: Vibol Moeung
Sound: Wave Studios
Engineer: Parv Thind/Harry Butcher
EP: Beth Tomlin
Media agency: Essence