This commercial for ITV has a great strategy behind it and it looks good too. But is it on brand for ITV? Totally I don’t think so and I don’t think its idea tyhat ITV1 creates a real sense of optimism in a world of gloom quite comes off in the way they wanted it to. But a brave attempt.
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Yes distinctive, but hardly relevant and way too esoteric for the brand. They should have spent the money on better programmes. Increasingly ITV is the “lighter” side of life not the “brighter” side. This will be even more so as they slash drama budgets and ramp up reality and soaps even more.