What Makes British Drama Characters Compelling? In These Ads, They Tell You Themselves

ITV gets wonderfully meta in work from Uncommon

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

Hard-bitten detective Vera Stanhope doesn’t give a damn if people like her. She’s a crusty crime fighter who outsmarts bad guys and suffers no fools. Disheveled and dowdy, she will not be wearing lipstick or stilettos to solve her latest case.

How do we know all this? She tells us in a magically meta commercial for ITV to launch the British channel’s new campaign, “More than TV.” In its first work from Uncommon Creative Studio, the network is trying to lure “light” or lapsed viewers back to the telly (or any other device) to get invested in its dramas.

To

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in