Cannes Lions

Drama vs Reality

UNCOMMON CREATIVE STUDIO, London / ITV / 2022

Film

Overview

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Credits

Overview

Background

ITV is an integrated producer broadcaster, creating, owning and distributing high-quality content on multiple platforms globally. ITV is also the UK’s largest commercial producer and broadcaster.

We needed to relaunch ITV’s streaming service, ITV Hub. Originally conceived as a catch up service, it was under threat from the global streaming services.

We investigated what made the hub special, the answer came from ITV’s content. ITV are unique — they are the only place to bring together epic British drama and ferocious reality in one place on the ITV Hub. They provide a great complement to each other. But there's friction there too.

‘Drama vs Reality’ highlights the wealth of drama and reality shows available on ITV Hub. We celebrated this collision with a series of gloves-off films that blur the lines between advertising and entertainment, all showing the lengths ITV stars will go to in the fight for your attention.

Execution

In these epic fights for our attention — we see drama collide with reality on our screens in the most memorable ways.

The campaign launched with Jason Watkins trying to poison Love Island star Kem Cetinay. Followed by actress Katherine Kelly kidnapping both TOWIE’s Pete Wicks and Bobby Norris in her kitchen cupboard. The next in the series was a movie-like helicopter gunship fight scene as reality queen Ferne McCann tried to derail Actor Richie Campbell’s chances of securing his next role.

The final film saw Emmy-winning Marcella actor Anna Friel’s cunning plan to wipe-out reality stars Olivia Attwood & Bradley Dack unfold - what happens next is probably one of the most unexpected scenes of the series - without warning a skip drops and completely wipes out the couple.

The cinematic series was shot by Oscar-winning-Director Tom Hooper (The King’s Speech, Les Misérables) alongside BAFTA nominated cinematographer Barry Ackroyd.

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