The Drum Awards Festival - Extended Deadline

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By John Glenday, Reporter

March 30, 2023 | 1 min read

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.

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