ITV has unveiled a series of comedic ads ahead of the launch of its brand-new streaming service ITVX.
Multi-award winning actors Helena Bonham Carter, Matthew Macfadyen and John Boyega each star in their own one-minute spot.
Directed by Emmy-nominated director David Shane through OPositive, the three videos see a director and producer put the stars through their paces, with each of them asked to improvise a scene for an ad promoting ITVX.
Launching on 8 December, ITVX will be a free streaming service that will enable viewers to gain access to over 10,000 hours of high definition free programming.
While Helena Bonham Carter and Matthew Macfadyen are both set to star in ITVX exclusive shows Nolly and Stonehouse retrospectively, John Boyega has also curated a collection of his favourite films for the service.
“It’s imperative that quality British drama and entertainment is made readily available to all audiences at this time. All you need for a night in watching ITVX is a blanket, popcorn, and your phone out of sight,” Boyega said.
The campaign, made in partnership with creative agency Uncommon Creative Studio, will include a series of sixteen different advertising executions all debuting on 20 November.
“We wanted the ad campaign for ITVX to memorably bring to life the UK’s freshest streaming service, with more new shows for free than anywhere else,” ITV chief marketing officer, Jane Stiller, said.
She added that the campaign is “just the start” for ITV’s “biggest marketing campaign” in decades.
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