ITV unveils the latest film in its More Than TV brand advertising campaign, ‘TELEVISION’, which follows from the successful ‘Great Characters Make Great Drama’ films. The new film brings ITV's ‘More Than TV’ brand propositioning to life, by celebrating the powerful stories ITV has brought to viewers playing a role in shaping British culture.

Rufus Radcliffe, ITV’s Chief Marketing Officer said, “This latest film in our new ‘More than TV’ brand advertising campaign shines a light on some of the powerful stories ITV has told over the course of its history that have shaped culture in Britain. It is an impactful and emotional snapshot of the moments that have raised awareness and understanding of important and difficult subject matters to millions of viewers.”

This film reflects a selection of meaningful moments, taking the audience on a journey led by a voiceover from legendary ITV newsreader and journalist, Sir Trevor McDonald OBE.

The film uses a combination of beautifully observed audiences and ITV and ITN footage to show meaningful moments which have spoken to viewers, over time. Showing key stories from the 1960s to 2019, these include; Corrie’s Hayley Cropper as the first transgender character in a British soap in 1998, World in Action documentary footage from gay pride demonstrations in the 1970s, Lost Voice Guy becoming the first comedian to win Britain’s Got Talent in 2018 and ITV weatherman Alex Beresford’s praised interruption during a live debate on knife crime during Good Morning Britain in January 2019.

Sir Trevor ends the film with a powerful message, addressed directly to camera – ‘Because in the end, we are changed by what we see. Just as we are changed, when we are seen’ speaking to just how powerful an influence TV can be beyond the screen.

The work, from Uncommon, was directed by Billy Boyd Cape through Academy Films, who recently won Best New Director at The British Arrows 2019. His eloquent visual style and talent for crafting meaningful stories is shown in works such as 'Reach', an award winning short for Channel 4 Random Acts, and 'Somewhere Over The Rainbow' for Pride in London.