By Hannah Bowler | Senior Reporter

November 18, 2022 | 2 min read

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

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