U.K. broadcaster ITV is launching its new free streaming service ITVX, next month, and to promote it, agency Uncommon has created a series of ads starring some of the actors who will appear in its new original shows.
"Succession" star Matthew Macfadyen, "Star Wars" actor Jon Boyega and Oscar winner Helena Bonham-Carter appear in a series of humorous sketches, directed by comedy veteran David Shane of O Positive. In the spots, they are put through their paces by a super-young director and producer who want them to do ridiculous (but also believable) actorly improv to bring ITV's "freshest" streaming service to life.
Bonham-Carter will appear in ITVX's new show "Nolly", and Macfadyen in "Stonehouse" while Boyega has curated some of his favorite films for the service.
“We wanted the ad campaign for ITVX to memorably bring to life the UK’s freshest streaming service, with more new shows for free than anywhere else," said Jane Stiller, ITV’s Chief Marketing Officer, in a statement. "It features amazing homegrown talent at its heart and is a campaign platform we can use for years to come. This is just the start of what will be ITV’s biggest marketing campaign for decades, running over a full cross section of media from December 8, when our new exclusive programming goes live on the service.”