ITV "The only company" by Uncommon Creative Studio

ITV's tactical ad marks the return of Good Morning Britain's "1 million minutes" initiative, which aims to end loneliness.

The print work shows a grainy reflection of a sole viewer watching Piers and Susanna on TV. The copy reads: "We shouldn’t be your only company. But for millions of people, that’s exactly what we are".  

The "1 million minutes" campaign will run throughout December and encourage people to pledge their time to volunteer to help end loneliness, which for some has been particularly acute this year amid the pandemic’s lockdowns and isolation. ITV has teamed up with charities including Alzheimer’s Society, Captain Tom Foundation, Grief Encounter, Once Upon a Smile, Re-Engage, The Not Forgotten and the Royal Voluntary Society.