ITV to launch rom-com in multimedia campaign

ITV is preparing a comprehensive launch campaign for the debut of romantic comedy Married, Single, Other, which will form a key part of the broadcaster’s programming.

Pulling Viewers
Pulling in viewers: ITV’s Married,Single, Other has a Facebook site

The six-part drama, which ITV1 is positioning as this decade’s successor to Cold Feet, explores the lives, loves and loathings of three couples all at different stages of their “journey” within a modern relationship.

It stars Lucy Davis from The Office and Ralf Little from The Royle Family.

The nationwide campaign, developed with BBH, embraces digital, outdoor, press, online and on-air promotions. The broadcaster is putting emphasis on the digital marketing as a way to involve people fully in the show.

The online ads will tell people to click on a box asking if they are married, single or other, and will send them to a Facebook fan page for the show. That links to Love Is Complicated, a Twitter feed where fans can discuss their own relationships in anonymity.

The traditional media ads involve two creatives. One features the six lead characters designated by their relationship status. A digital board version of this will see the characters move from status to status, showing how their lives progress in the show.

The second creative uses doodle-style lines such as “Recently Engaged But Still Looking For Mr Right” and “I Would Marry Him But I Love Him Too Much”.

The off-air activity includes the “takeover” of an entire platform wall at Oxford Circus underground station.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here