U.K. broadcaster ITV is tapping into lockdown creativity by asking viewers to recreate five TV commercials in their own homes for a 'people's ad break."
People are invited to make their own versions of ads by Weetabix (seen above), Aldi, Walkers, Honda and Haribo, and submit them online by Friday (May 8). The entry website includes the original scripts of the ads and some guidelines, including following social distancing.
All of the user-generated ad submissions will be judged by a panel consisting of ITV Creative Executive Director Tony Pipes, ITV Creative Head of Production Katie Burrows, ITV Director of Client Strategy and Planning Kate Waters, MullenLowe Group Executive Creative Director Mark Elwood and System1 Chief Innovation Officer Orlando Wood. The ad break will then air on May 23, featuring selections by the panel.
“Lockdown has inspired so much creativity from households up and down the country, and to celebrate that we’ve collaborated with five brands to dedicate a whole ad break to the viewers at home," said Simon Daglish, deputy managing Ddirector at ITV Commercial in a statement. "The People’s Ad Break is all about championing imagination and ingenuity and we’re looking forward to seeing some of our favorite ads reimagined.”
The ads include a 2020 version of Honda's famous "Cog" spot from 2003. “The original Cog advert took 606 takes between testing and filming to capture the final cut," noted Jean-Marc Streng, managing director at Honda U.K., in a statement. "So we are really looking forward to seeing how ITV’s viewers recreate Honda’s precision engineering in producing their version of our iconic Cog advert. However, we would not recommend them taking their car apart to do so!”