U.K. broadcaster ITV takes us on a journey through the history of television in a powerful new branding spot narrated by the famous British newsreader Sir Trevor McDonald.
The latest work for ITV by Uncommon (which earlier this year debuted a campaign celebrating the broadcaster's heritage in drama series) shows families gathering together to watch television over the decades, including seminal moments in the broadcaster's history from the 1960s to today. These include the first storyline about a transgender character in a British soap opera in 1998, "World in Action" documentary footage from gay pride demonstrations in the 1970s, news coverage of the first gay wedding in 2014, Helen Mirren starring in "Prime Suspect" in 1993 and an ITV weather presenter's interruption during a live debate on knife crime during Good Morning Britain in January 2019. We also see the audience's reactions to those moments and their changing attitudes throughout the years—such as a father angrily switching off the TV set during the coverage of gay pride—as McDonald delivers a narrative about the power of television and what we see on our screens.
The film was directed by Billy Boyd Cape through Academy Films. It broke this Easter weekend during "Britain's Got Talent" and will run across TV, digital and cinema.
Rufus Radcliffe, ITV CMO, describes the film in a statement as “an impactful and emotional snapshot of the moments that have raised awareness and understanding of important and difficult subject matters to millions of viewers.”
Nils Leonard, co-founder at Uncommon, adds in a statement: “This work moves people to look again, at the stories they think they know, and at the network they have made their mind up about. ITV reaches tens of millions of people every week, and the stories it creates take on some of the U.K.’s biggest issues. While the television ITV makes entertains millions, it also asks questions of us all, brings modern tensions to bear and pushes culture forwards."