Last night, ITV kicked off a new brand campaign, titled 'Drama vs Reality' to highlight the wealth of drama and reality shows that are available on ITV Hub. The idea behind the new … read morecampaign shows stars from drama and reality TV stopping at nothing in the fight for our attention. ITV Hub has kicked off 2021 with its best ever viewing numbers for drama and titles including The Pembrokeshire Murders, The Bay series 2, Finding Alice, McDonald and Dodds, Grace, Unforgotten series 4, Marcella series 3 and Too Close are all there for viewers to discover. ITV is also home to the biggest reality series, and full series of Love Island, Ibiza Weekender, The Cabins, Real Housewives of Cheshire and Jersey, and Sam and Billie: The Mummy Diaries are ready and waiting for reality fans to binge on. The campaign launched with the first TV ad after The Brit Awards this evening, showing the first in a series of unexpected pairings — which sees renowned drama stars pitted against beloved reality stars as they aim to take each other out in amusing, underhand ways in their bid to win the battle for viewers’ attention on ITV Hub. The fully integrated marketing campaign will use multiple media channels, including outdoor as well as over the coming weeks innovative activations on younger skewing platforms such as Snapchat and Tiktok, bringing the ‘Drama vs Reality’ idea to life, for what is ITV’s biggest brand campaign of recent times. The first TV ad in the campaign titled ‘Poison’, shows unlikely duo, BAFTA award-winning actor Jason Watkins (Des, McDonald and Dodds) having murderous intentions when he invites Love Island's Kem Cetinay over for a drink. In the playful skit, we find Jason on-set, preparing lines for an upcoming scene, until interrupted by a knock at his trailer door by the unassuming Kem. The pair exchange pleasantries as Jason invites Kem inside for a drink. Seemingly unbeknown to Kem, Jason causes distraction with a cathartic speech on the importance of drama, whilst making a drink for the reality star which is laced with deadly poison.
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