The campaign, devised by ITV Creative and starting tomorrow (9 April), features the strapline: ’The Brighter Side Just Got Brighter’.
The on-air promotion across ITV’s channels features Ant and Dec discussing what HD will mean as they travel from a modest studio lot through increasingly ’HD’ scenes, ending up as ’HD’ versions of themselves.
The poster, press and online work was created by BBH. The national 96 sheet posters, featuring Harry Hill and Coronation Street’s Katherine Kelly among others, will all be back-lit, with ad runs in publications such as OK and Heat.
David Pemsel, group marketing director of ITV, says: “Beyond the functional benefits, high definition heightens the emotional benefit of the ITV1 channel brand itself. ’The Brighter Side Just Got Brighter’ is therefore how we’re celebrating the arrival of ITV1 in high definition.”
Launching in parallel on the 9 April are new idents and an evolved on-screen presentation, including an updated ITV1 logo, created by ITV Creative.
The launch of ITV1 HD last weekend means the channel is now available to all, and across all platforms including Virgin and BSkyB.
When it was first launched in 2008, ITV HD received criticism from Sky for only being available on Freesat. BSkyB chief operating officer Mike Darcey criticised ITV for “championing” high definition television for all, yet launching ITV HD “exclusively” on Freesat.