ITV "This is not a drill" by ITV Creative

ITV has launched a chaotic campaign signposting Love Island's triumphant return to the small screen.

The ad begins as presenter Laura Whitmore saunters through the street with a purple hammer, smashing an emergency button that reads: "In case of Love Island, smack on." The spot quickly descends into chaos as attractive twentysomethings receive texts, causing the public to take to the streets in a cavalcade of bean bags and sexual innuendos. "This is not a drill," narrator Iain Stirling warns, before being smacked in the face by a flying peach.

The TV ad launched on Saturday (5 June) alongside digital and outdoor activity. It was created by Heidi Martin and directed by Ehsan and Jake Mavity.

In March, Tinder offered hopeful singletons an opportunity to enter the Love Island villa in a partnership with the dating show.

Credits

Brand
ITV
Creative agency
Creative
Head of production
Producer
Production manager
Head of content marketing
Senior content marketing manager
Marketing executive
Head of campaign management
Campaign management lead
Sr. campaign manager
Campaign manager
Director (remote)
Director (on set)
Off-line
Producer
Deliverance post
Cape Town, South Africa
Grading
VFX
Lead artiste
Cape Town and Johannesburg, South Africa
Sound
Sound mixer
Producer