ITV launches first advertising campaign for ITV1

chris

The commercial broadcaster – which announced losses of £2.7bn last month – has invested in a cinema, television and online campaign titled "The Brighter Side" to "remind viewers of the 'brighter side' of the channel".

ITV said the campaign, which will run in 5,000 cinemas, has been in the making for eight months and is intended to demonstrate how ITV stands out from its rivals on the back of successful shows such as Britain's Got Talent and The X-Factor. ITV insisted that its current financial state did not provoke the campaign. However, David Pemsel, ITV's marketing director, said the "brand perception of optimism is now more relevant than ever before". Set on a cloudy beach in January, a child throws a stone up to the sky to reveal sunlight piercing through the grey clouds. This symbolises ITV1's "wish to pierce through the nation's doom and gloom", according to Nick Gill, BBH's creative director.

ITV aims to convince advertisers that TV spots are effective, despite both the growth of personal digital video recorders and the advertising downturn. In the first quarter of this year, ITV's net advertising revenue is understood to have fallen between 15pc and 16pc.

The advert was directed by Rupert Sanders, the winner of this year's prestigious Cannes Lions Grand Prix. While ITV promotes its shows, it has never advertised the ITV1 brand in the same way. It will launch with Saturday's new series of Britain's Got Talent.



Source:telegraph

Channel Hopper

Stop right there, those two shows (and most if not all of the ITV2 output) confirms to many exactly what is wrong with the channel. They could simply have a ten second advert of Simon Cowell's trouser pockets to confirm ITV lives inside them.

There is a very fine line between "hobby" and "mental illness"