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ITV LAUNCHES BRAND FILM FOR ITV1

THE BRIGHTER SIDE

On Saturday 11 April, ITV1 launches its landmark brand campaign wih a television, cinema and online advert called Sunshine. The campaign introduces a new strategy and strap line, The Brighter Side, which articulates what ITV1 stands for - the most entertaining, upbeat, optimistic programming in the UK.

ITV1s first brand ad articulates how ITV1 programmes provide viewers with a drop of sunshine. The film aims to differentiate ITV1 from its competitors and remind viewers that ITV is one of the UKs most loved brands. By producing such a bold, filmic, long-length television advert, ITV is also showcasing how powerful the medium of television remains and why brands should use television to communicate their messages.

Sunshine was produced with commitment to the craft of commercial production and creativity, enlisting BBH to create the strategy and idea for the campaign. Director Rupert Sanders, who won this years Cannes Lions Grand Prix for his Xbox Halo 3 commercial, created a scene in which we find children exploring a dull, boring Britain until they pierce the clouds above by throwing stones, letting out ray after ray of sunshine. Post-production was done by The Mill.

The 140-second film also exists as a cut-down 90-second version and will break during Britains Got Talent, one of the countrys most-loved and most-watched programmes, with last years final show drawing one of the biggest audiences of the year.

David Pemsel, Group Marketing Director of ITV, said, The ITV1 brand is synonymous with optimism and universal shared experiences. The Brighter Side and this campaign is about building and owning this territory to create greater engagement and loyalty with our viewers. ITV1s programming has had a fantastic start to the year in drama, sport and entertainment and we believe, with the launch of this years Britains Got Talent, theres no better time to remind viewers of The Brighter Side of the channel.

Nick Gill, BBH Executive Creative Director, said The Brighter Side is all about optimism and a bit of positivity. The use of sunlight in the film is symbolic of ITV1s offering and wish to pierce through the nations doom and gloom in a beautiful and glorious way....maismenos

Tags: ITV, ITV1, Sunshine, Beach, The Brighter Side, Sun Rays, Sunny, Beautiful, Kids, Pebble, Ray,

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