It's a battle for the eyeballs in ITV's Drama vs Actuality marketing campaign
Reality TV celebs compete against drama stars in a new Uncommon ITV campaign that sees the two worlds battle it out for viewers' attention
ITV launched a number of different ads as part of the campaign aimed at highlighting the broadcaster's greatest assets: reality TV and drama. Recognizing that these two genres aren't always natural bedfellows, the ads show them in battle.
A line of animated digital outdoor advertising is the latest addition to the series. It features famous faces recreated as pixelated Street Fighter-style characters.
Every celebrity has their own special trait: Love Island's Kem Cetinay hurls a burning dumbbell and BAFTA winner Jason Watkins conjures up a medieval morning star. Passers-by with eagle eyes could recognize the Villa Love Island as a backdrop. The motion graphics were created by South Africa based illustrators Rave Growl.
The digital posters tie in with a series of films that ITV released as part of the campaign, in which reality and drama stars also compete against each other.
In one film, Watkins plans to poison Ketinay, and in another, Katherine Kelly reveals that she tied and gagged TOWIE's Pete Wicks in a closet.
The films, which are beautifully crafted, are directed by Tom Hooper and come with an impressive list of credits. The entire campaign is a knowing nod to ITV's programming mix, and while some viewers less familiar with reality TV may miss the punch line, the gist of the joke takes hold.
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