ITVX flexes its transatlantic content chops with Bay/Watch
An unlikely collision between current UK drama and a famed US series forms the crossover promotion highlighting the wealth of content available on ITVX.
Two shows new to the streaming service, The Bay and Baywatch, serve a comedic clash of genres used to demonstrate the fact that there is something for everyone.
This fact is relayed in the form of a TV spot married with out-of-home placements that serve to dip viewers’ toes in the water of ITV’s streaming platform.
A tale of contrasts the advert plays to the overt discrepancies between a sun-kissed Californian beach and the bleak greys of home, not to mention a fresh-faced Pamela Anderson and David Hasselhoff with the homegrown talent of The Bay.
ITVX is a bold bid by the commercial broadcaster to ape the success of Netflix et al with an integrated advertising and subscription-funded streaming service.