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Ad of the Day: ITV’s pithy print ad promotes Post Office drama and calls for action


By Amy Houston, Senior Reporter

January 19, 2024 | 2 min read

The full-page, black-and-white ad with its pointed strapline positions Mr Bates vs The Post Office as more than just a TV show.

The Sunday Times newspaper

ITV's print ad / ITV

ITV’s latest drama, Mr Bates vs The Post Office, is based on the extraordinary story of a miscarriage of justice where hundreds of British sub-postmasters were wrongly accused of theft, fraud and false accounting due to a defective IT system.

Directed by James Strong, the TV series has reignited interest in the story again after it was first reported almost 10 years ago.

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To promote the drama, ITV’s in-house creative team created a monochromatic print ad featuring the wronged postmasters at The Royal Court of Justice in London.

But what truly grabs the attention is the straight-talking line, which reads: “Lights. Camera. But most importantly… Action.”

The ad has run in titles including The Sunday Times and continues to spark conversations online across social media channels.


Executive creative director: Nikolas Studzinski

Creatives: Alan Morrice, Ben Harris

Designer: Mike Lomas

Producer: Trine Johnson

Strategic planner: Tatiana Jezierski

Head of campaign management: Victoria Barnard

Head of marketing campaign delivery: Simon Ricks

Marketing campaigns director: Ed Ross

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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