ITV is placing itself at the heart of British culture in the broadcaster’s latest push to revamp its image and raise its creative profile.
"More than TV", by Uncommon Creative Studio, highlights moments from ITV’s history that influenced culture. Sir Trevor McDonald, the ITV newsreader and journalist, narrates the film as it moves through moments spanning the 1960s to 2019.
Scenes include: Coronation Street’s Hayley Cropper as the first transgender character in a British soap in 1998; World in Action documentary footage from gay pride demonstrations in the 1970s; Lost Voice Guy becoming the first comedian to win Britain’s Got Talent in 2018; and weatherman Alex Beresford’s interruption during a live debate on knife crime during Good Morning Britain earlier this year.
McDonald’s voiceover ends with a message addressed directly to the viewer: "Because, in the end, we are changed by what we see. Just as we are changed when we are seen." To emphasise this point, a black child walks into the room while McDonald is shown on screen.
The work was directed by Billy Boyd Cape, who won Best New Director at this year’s British Arrows, through Academy.
"More than TV" will debut on 20 April during Britain’s Got Talent and also air on Sky and Channel 4, cinemas and digital channels. ITV works with Goodstuff Communications on media planning and buying.
Rufus Radcliffe, chief marketing officer at ITV, said: "This latest film in our new ‘More than TV’ brand advertising campaign shines a light on some of the powerful stories ITV has told over the course of its history that have shaped culture in Britain. It is an impactful and emotional snapshot of the moments that have raised awareness and understanding of important and difficult subject matters to millions of viewers."
While making the ad, the creative team interviewed McDonald to incorporate his expertise and experience into the work. Soundtree composed the music and created the sound design to mix the footage and McDonald’s dialogue with the track.
In January, ITV launched its first campaign by Uncommon that featured Endeavour's DI Fred Thursday and Vera's DCI Vera Stanhope musing on the power of great characters.
Nils Leonard, co-founder of Uncommon, added: "This work moves people to look again at the stories they think they know and at the network they have made their mind up about. ITV reach tens of millions of people every week and the stories they create take on some of the UK’s biggest issues.
"While the television they make entertains millions, it also asks questions of us all, brings modern tensions to bear and pushes culture forward. ITV marry entertainment, scale and purpose week in, week out; this is creativity in its most powerful form."