Celeb-driven ITVX campaign directed by David Shane

(John Boyega)

Launching on 8th December, ITVX is the UK’s freshest streaming service, with viewers gaining access to over 10,000 hours of high-definition free programming and more new shows to stream for free than anywhere else. ITVX will also launch a number of eagerly anticipated new programs available exclusively on the platform every week of the year.

The series of ads includes world-class acting talent; Emmy award-winning Matthew Macfadyen, Oscar-winning actress Helena Bonham Carter and BAFTA rising star John Boyega. The campaign was directed by Emmy-nominated director David Shane, through O Positive films.

Shane and the creatives created witty comedy sketches which are set in a rehearsal room — where we see a director and producer put the stars through their paces, as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s freshest streaming service.

Helena Bonham Carter stars as Noele Gordon in Nolly. Russell T Davies’ three-part series charts the unceremonious sacking of the Crossroads star, streaming exclusively on ITVX in 2023.

Matthew Macfadyen’s Stonehouse, is a real-life drama showcasing the life and times of disgraced Labour minister John Stonehouse. The high-flying member of Harold Wilson’s Government, vanished from the beach of a large luxury hotel in Florida in November 1974, leaving a neatly folded pile of clothes as he swam into the sea, intent on faking his own death.

John Boyega has curated a collection of his favorite films for the service, ahead of movies including Pacific Rim Uprising joining the streamer in the coming months. Speaking of the upcoming launch of ITVX he said, “It’s imperative that quality British drama and entertainment is made readily available to all audiences at this time. All you need for a night in watching ITVX is a blanket, popcorn, and your phone out of sight.”


“We wanted the ad campaign for ITVX to memorably bring to life the UK’s freshest streaming service, with more new shows for free than anywhere else. It features amazing homegrown talent at its heart and is a campaign platform we can use for years to come. This is just the start of what will be ITV’s biggest marketing campaign for decades, running over a full cross-section of media from December 8th, when our new exclusive programming goes live on the service,” says Jane Stiller ITV’s Chief Marketing Officer.

“I was so excited by this project because it had one of those great, misguided characters who, for reasons unknown, has been put in charge without any necessary qualifications or talent.  Like myself.  There’s nothing more fun than getting a handful of truly gifted, funny, facile actors in a room to play around with a great idea. And that was the case here. As soon as Jonas and Sam pitched me the idea, I was in.  We shot with four cameras simultaneously so every time we built a moment, it was in the can,” notes director Shane. 

The series of sixteen different advertising executions will begin to run from Sunday 20th November, with the premiere ad starring Matthew MacFadyen, the comedy sketches featuring John Boyega and Helena Bonham Carter will debut later next week.



AGENCY: Uncommon Creative Studio


  • Director: David Shane
  • Executive Producer: Ralph Laucella, Marc Grill, Nell Jordan
  • Producer: Nell Jordan
  • DP: Sebastian Blenkov
  • Production Designer: Sam Tidman
  • Editors: Gavin Cutler (Mackcut) and Mark Edinoff (Work Editorial)
  • Stylist: Gabi Yiaxis
  • Director Asst: Michael Clancy
  • PM: Alex Yiaxis

POST: Selected Works

  • EP: Sean Costelloe
  • Producer: Katie Sharpe
  • Lead Online Artist: Dave Wishart
  • Colorist: Hannibal Lang (Bacon X)
  • Designer: Vibol Moeung

SOUND: Wave Studios

  • Engineer: Parv Thind / Harry Butcher
  • EP: Beth Tomlin


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