The ad is the first brand campaign to support ITV1 and attempts to show that the channel represents entertaining and upbeat viewing. "Beach" features children exploring a dull coastline until they break through the looming clouds by throwing stones to reveal a ray of sunlight.
The 90-second film, directed by Rupert Sanders with post-production by The Mill, will first air during Britain's Got Talent, ITV1's Saturday peaktime show.
David Pemsel, the group marketing director at ITV1, said: "The ITV1 brand is synonymous with optimism and universal shared experiences. " To view the ad from Saturday, visit campaignlive.co.uk