ITV brings to life the moment Coronation Street was born in 60th marketing campaign depicting Tony Warren and Olive Shapley‘s infamous train journey

It was 1959 and a young writer from Salford named Tony Warren was on the late King’s Cross to Manchester train with BBC Producer, Olive Shapley, when he woke her in the early hours to announce he had a great idea for a show about “ordinary people on an ordinary street”.

Now, ahead of the show's 60th anniversary and recreating the story Olive was later to recount on a ‘This Is Your Life’ dedicated to Tony - ITV has produced a campaign certain to capture the nation’s heart as we relive the very moment he first announced his bright idea -only to find himself knocked back with Olive telling him “how boring” and “to go back to sleep!”

With the sounds of the train staff and ticket officer echoing in his head, we see the young Tony sit back with a smile still on his face, as if the he knows his idea is definitely the right one, and after sixty years of being in the top ten most watched UK shows every single week, selling to over 130 countries and employing thousands of people it seems it most definitely was.

Created by ITV Creative, ITV's in-house creative agency and directed by Dee Koppang O'Leary (The Crown, Bridgerton), the celebratory campaign has a synergy all of its very own as Tony is played by the latest recipient of the Tony Warren Bursary, Harry Chalmers Morris, who only began his studies at LAMDA in September.

On being asked to play the man whose bursary is helping him become the actor he’s always dreamt of Harry said: “Only when I was playing Tony did I realise the magnitude of his contribution. His sheer force of will helped break what seemed like an impenetrable glass ceiling as the thought of giving working class voices air time was unthinkable. I have so much gratitude for Tony for paving the way for actors from the north west”.

Filmed in a specially created train carriage at Dukes Island Studios, the campaign captures an era now long gone, a time where it was unheard of to have working class people featured on television and Tony’s herculean task to get the bosses at ‘Granada’ to listen to him was about to begin.

Director, Dee Koppang O’Leary commented: “It was a total joy to be part of creating a film paying tribute to such an iconic British TV series & its creator - Tony Warren.

Filming with Harry was a delight, and it felt like true serendipity with Tony's legacy giving a helping hand to an up & coming actor. Happy 60th Coronation Street!”

Tony Pipes, Executive Creative Director, of the campaign also noted: "It's always been a privilege to work on projects for such an icon of British Television, like Coronation Street, but even more so to celebrate its creativity. The true story of a young man whose imagination lit a spark that turned into a flame, lasting 60 years and beyond. I hope this inspires young writers, young actors and young ‘imagineers’ to carry on its legacy and create its future and more. Happy Birthday Corrie and Thank you Tony Warren".

Sarah Tobias, Marketing Controller, ITV, states: “For the 60th campaign we wanted to show the nation how the street came about, with these two very special people travelling on a train. This is a love letter to Tony and Olive's journey and hopefully shows what an amazing thing happened in that moment, in that carriage.

In a year of so much tragedy we hope to bring joy to viewers in celebrating the spark of an idea that, when mixed with a lot of determination, became the longest running continuing drama in the world”.

The campaign will premiere ahead of the new series of I'm A Celebrity Get Me Out Of Here! on Sunday 15th November at 9pm and will be running on ITV until the anniversary itself on Wednesday 9th December.

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Editors Notes:

The Tony Warren Bursary

A professional actor before he became a writer, Coronation Street creator, Tony Warren, was always a champion of local talent and acutely aware of just how difficult it was for disadvantaged young people to get a step on to the drama school ladder. Shortly before his death in 2016 he discussed his wish for Coronation Street and ITV to establish a bursary that would support local actors from disadvantaged backgrounds in to training at drama school.

After extensive research ITV announced the Bursary noting they would work with the Royal Academy of Dramatic Art (RADA), the London Academy of Music and Dramatic Art (LAMDA), The Royal Welsh College of Music and Drama (RWCMD) and Manchester School of Theatre, part of Manchester Metropolitan University (MMU).

All the above schools are recognised industry leaders who regularly hold auditions in Manchester and the north west proving their links with the city and the region.

Credits

Executive Creative Director: Tony Pipes

Creative Director: Ben Knapp

Creative: Heidi Martin

Marketing Controller Drama, Soaps, Daytime & Itv3: Sarah Tobias

Marketing Manager Drama, Soaps, Daytime & Itv3: Cleo Montague

Head Of Campaign Production: Jill Findlay

Campaign Manager: Lucy Manning

Director: Dee Koppang O’Leary (at Dark Energy Films)

Producer: Hannah Cooper

Director Of Photography: Iain Struthers

Production Designer: Mikey Hollywood

Costume Designer: Julian Day

Assistant Costume Designer: Shaida Day

Hair & Make-Up: Sarah Exley

Gaffer: Andy Long

Casting Director: Kate Ringsell

Offline Editor: Sam Jones at The Quarry

Colourist: Duncan Russell

VFX Supervisor: Jorge Escorihuela

Post Producer: Sarah Morowa at Dirty Looks

Sound Design: Tom Pugh at Grand Central

With thanks to Gilbert Lake

Tony Warren: Harry Chalmers-Morris

Olive: Lisa Bowerman

Tea Ladies: Lauren Fitzpatrick and Johannah Allit

Ticket Inspector: Paul Croft

Passenger: Adam Grayson

VO: Julie Hesmondalgh