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.