ITV "G&T" by Uncommon Creative Studio

Pete Wicks is trapped in a cupboard in the latest instalment of ITV's "Drama vs reality" series.

The ad follows Innocent star Katherine Kelly as she unwinds in her home, before opening a cupboard to reveal TOWIE’s Wicks gagged and bound. Kelly casually retrieves a bottle of tonic before closing the door on Wicks, prompting the tagline: "Drama vs reality, the fight for your attention starts here." Another version of the ad replaces Wicks with fellow TOWIE cast member Bobby Norris.

The work was directed by Oscar-winning director Tom Hooper through Smuggler. 

ITV launched its "Drama vs reality" series earlier this month alongside an outdoor campaign which features retro-inspired versions of drama and reality television stars, including Ferne Cotton, Jason Watkins and Kem Cetinay (illustrated by Rave Growl) as they battle it out from the Love Island Villa and other locations. Media is handled by Essence.

 

Credits

Client
ITV
Marketing director
Head of brand marketing
Brand marketing manager
Brand marketing exec
Creative studio
Director
Production company
Prod co producer
Executive producer
Managing director
Production designer
1st AD
Editor
Senior assistant
Offline executive producer
Post production
Shoot supervisor
Post production producer
Post production coordinator
VFX supervisor
Digital intermediate
Digital colourist
Online editor
DI producer
Director of post production
Executive creative director — audio
Sound Design and mix
Assistant sound engineer
Audio producer
Illustrators
Media agency
Agent
B&A