ITV1 unveils big-budget branding campaign

ITV1 has launched an epic TV and cinema spot, by Bartle Bogle Hegarty, using the strapline "the brighter side".

ITV1…first branding campaign
ITV1…first branding campaign

The ad is the first brand campaign to support ITV1 and attempts to show that the channel represents entertaining and upbeat viewing. "Beach" features children exploring a dull coastline until they break through the looming clouds by throwing stones to reveal a ray of sunlight.

The 90-second film, directed by Rupert Sanders with post-production by The Mill, will first air during Britain's Got Talent, ITV1's Saturday peaktime show.

David Pemsel, the group marketing director at ITV1, said: "The ITV1 brand is synonymous with optimism and universal shared experiences. " To view the ad from Saturday, visit