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Top 6: May 19th 2021
Web Film

ITV: Drama vs Reality - Poison

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Top 6: May 19th 2021
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 campaign 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.
Credits Other credits

Client: ITV

Marketing Director: Paul Ridsdale

Head of Brand Marketing: Brendan Dinen

Brand Marketing Manager: Rebecca Throp

Brand Marketing Exec: Harriet Lowe


Managing Director: Fergus Brown

Production Designer: Eve Stewart

1st AD: Terry Needham

Editor: Russell Icke

Senior Assistant: Steven Waltham

Offline Executive Producer: Annabel Bennett

Post Production

Post Production: Electric Theatre Collective

Shoot Supervisor: Giles Cheetham

Post Production: Producer

Post Production Coordinator: Larisa Covaciu

VFX Supervisor: Taran Spear

Digital Intermediate Provided by: Goldcrest Post Production

Digital Colourist: Adam Glasman

Online Editor: Daniel Tomlinson

DI Producer: Jonathan Collard

Director of Post Production: Rob Farris

2D Team: Matt Jackson, Alberto Pizzochero, Kia Coates, Rafa Vormittag, Rich Roberts


Executive Creative Director — Audio: Anthony Moore

Sound Design and mix: James Utting

Assistant Sound Engineer: Frankie Beirne

Audio Producer: Deborah Whitfield

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