ITV has launched an ambitious new brand campaign tagged “The Brighter Side”. The commercial spots, which launched last week through television, cinema, and online channels got an audience of an opportunity through it’s premiere on “Britain’s Got Talent” (go Susan Boyle, go!). According to ITV, the channel is “the most entertaining, upbeat, optimistic programming in the UK”.
The brand spot from Agency Bartle Bogle Hegarty aims to promote ITV as a destination for optimism, shared experience and entertainment. Director Rupert Sanders, who won this year’s Cannes Lions Grand Prix for his Xbox Halo 3 commercial, created a scene in which we find children exploring a dull, boring Britain until they pierce the clouds above by throwing stones, letting out ray after ray of sunshine. Post production was done by The Mill.
The big budget commercial aims to differentiate ITV1 from its competitors and remind viewers that ITV is one of the UK’s most loved brands. By attempting to produce a bold, filmic, long-length television advert (the 90 second film also exists as a cut-down 60-second and a longer two minute twenty-second version) ITV is trying to showcase how powerful the medium of television remains and why brands should use television to communicate their messages.
Inevitably, comparisons will be made between large “brand anthem” commercial spots. Here for your sampling is Discovery Channel’s 2008 :60 offering “The World is Just Awesome” via LA Agency 72andSunny. Apples and oranges, sure. But interesting comparative approach nonetheless.