ITV: The Brighter Side

BBH London, The Mill and MJZ have created a feel good brand campaign for ITV1 which launched under the strapline, ‘The Brighter Side’, positioning the channel as British television’s cheeriest, most upbeat channel. A 60 second TV ad kick-starts the campaign. A further 90 second version called ‘Beach’ will run in cinemas nationwide and will be available online. The campaign aims to remind viewers that ITV1 is one of the UK's "most loved brands" and persuade advertisers of the power of big TV shows. "Beach" features children meandering along a dull coastline until they begin throwing stones through the grey clouds to reveal a ray of sunlight. As the sunshine breaks through the clouds, the shoreline is lit up and the children begin to play, basking in the bright light.
The spot was filmed over three days, each of which featured very different weather and lighting conditions which needed to be carefully pieced together in the final edit. The Mill’s Ant Walsham created beautifully crafted light rays which form the centrepiece of the ad. He explains, “The rays of sunshine were created using just flame. This required an extraordinary attention to detail to ensure that we got the effect of sunlight breaking through the dark clouds just right. As well as this, we did some cosmetic work such as removing tyre tracks in the sand and added additional penguins for the close up shots. We also created the stone thrown by the young boy and its track into the sky.”
Matt Williams, producer added, “This was a high profile project that required close collaboration and the collective creative ambition shared by The Mill and BBH, and we are all delighted with the final result.”