ITV1 'Primeval' by ITV Creative

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ITV Creative, the in-house production arm of ITV, has created a 60-second spot setting the scene and building the hype for its forthcoming sci-fi adventure drama 'Primeval'. It starts by introducing the five lead characters on an ordinary day. The paranormal element is introduced through a series of atmospheric fast cuts focusing on the protagonists' reactions as they travel through a set of strange surroundings. As they do so, a voice over explains who they are and what their specialist field is.
For example: "Abby, Zoologist, likes yoga and lizards. She dissects Dodos." While another says: "Connor, first year paleontology student, belongs to a chess club. Has defied an ancient creature."
Primeval's promotional strapline is "Time for adventure". Supported by press and outdoor executions, created by M&C Saatchi, 'Primeval' airs on ITV1.

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Released: 31 January 2007


Project name
Jackie Randhawa, brand controller at ITV
To kick off Saturday nights with a visually stunning, enthralling drama showcasing a central team of five modern day heroes (the rogue zoologist, the government official, the geeky student etc) facing up to dangerous and freaky monsters in a series of gripping encounters
Creative agency
ITV Creative (on-air)
Media agency
Media planner
David Wilding
Production company
ITV Creative
Catherine Farrow
Post production 
Blue - George K for Telecine in spirit
Audio post-production
National TV, outdoor, press  


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