ITV has today released the brand ad campaign for ITVX, a series of star-studded comedic sketches, created by Uncommon Creative Studio.

The series of ads star Matthew Macfadyen, Helena Bonham Carter and John Boyega. The campaign was directed by David Shane, through O Positive films.

The series of ads consist of comedy sketches which are set in a rehearsal room – where we see a director and producer put the stars through their paces, as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s new streaming service.

Launching on 8th December, ITVX is the UK’s latest streaming service, with viewers gaining access to over 10,000 hours of high definition free, ad-supported programming. ITVX will also launch a number of new programmes on the platform every week of the year.

The series of sixteen different advertising executions will begin to run from Sunday 20th November, with the premiere ad starring Matthew MacFadyen. The comedy sketches featuring John Boyega and Helena Bonham Carter will debut later next week.

Jane Stiller ITV’s chief marketing officer said, “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. It features amazing homegrown talent at its heart and is a campaign platform we can use for years to come. This is just the start of what will be ITV’s biggest marketing campaign for decades, running over a full cross section of media from December 8th, when our new exclusive programming goes live on the service.”

Helena Bonham Carter stars as Noele Gordon in Nolly. Russell T Davies’ three-part series charts the unceremonious sacking of the Crossroads star, streaming on ITVX in 2023.

Matthew Macfadyen’s Stonehouse, is a real life drama showcasing the life and times of disgraced Labour minister John Stonehouse. The high-flying member of Harold Wilson’s Government, vanished from the beach of a large luxury hotel in Florida in November 1974, leaving a neatly folded pile of clothes as he swam into the sea, intent on faking his own death.

John Boyega has curated a collection of his favourite films for the service, ahead of movies including Pacific Rim Uprising joining the streamer in coming months. Speaking of the upcoming launch of ITVX he said: “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”.


Project title: ITVX The Freshest

Client: ITV

Agency: Uncommon Creative Studio

Production Company: O’Positive

Director: David Shane

Executive Producer: Ralph Laucella, Marc Grill, 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

Colourist: Hannibal Lang (Bacon X)

Designer: Vibol Moeung

Sound: Wave Studios

Engineer: Parv Thind / Harry Butcher

EP: Beth Tomlin

Media Agency: Essence

Pippa Considine

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