ITV launches ad to support Primeval series

IITV Creative, the in-house production arm of ITV, has created a 60’ spot that sets the scene for its forthcoming sci-fi drama Primeval. It starts by introducing the five lead characters on an ordinary day.

The paranormal element is introduced through a series of fast cuts that focus on the protagonists’ reactions. Primeval’s promotional strapline is “Time for adventure”.

Supported by press and outdoor executions created by M&C Saatchi, Primeval airs on ITV1 in February. It marks the channels ambitions for a Saturday-night drama that David Pemsel, the group marketing director at ITV, says will “appeal to families as well as become cult viewing among aspirational adults”.

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