ITV Commercial announces The People’s Ad Break
Dedicated Ad Spot to broadcast Saturday 23 May
ITV Commercial is inviting ITV viewers to become the stars of the ad break as they launch The People’s Ad Break, a dedicated TV ad spot which will see familiar ad campaigns recreated by the public.
Launching on Saturday 2 May, the initiative will see five popular adverts from commercial brands Aldi, Haribo, Honda, Walkers and Weetabix broadcast on ITV.
Viewers will then be invited to recreate the respective adverts at home* and submit their entries for a potential spot in The People’s Ad Break.
The People’s Ad Break will then air on Saturday 23 May, using the content judged to be the best and most innovative replica commercials.
All of the user generated ad submissions will be judged by an industry expert panel consisting of ITV Creative Executive Director Tony Pipes, ITV Creative Head of Production Katie Burrows, ITV Director of Client Strategy and Planning Kate Waters, MullenLowe Group Executive Creative Director Mark Elwood and System1 Chief Innovation Officer Orlando Wood.
From Saturday 2 May, viewers will be able to submit their entries at itv.com/PeoplesAdBreak or stv.tv/Peoplesadbreak.
Simon Daglish, Deputy Managing Director at ITV Commercial said, “Lockdown has inspired so much creativity from households up and down the country, and to celebrate that we’ve collaborated with five brands to dedicate a whole ad break to the viewers at home. The People’s Ad Break is all about championing imagination and ingenuity and we’re looking forward to seeing some of our favourite ads reimagined!”
Tony Pipes, Executive Director at ITV Creative said, ““We had such a fantastic response to our Kids Creates initiative that we wanted to open up a creative opportunity to grown-ups as well! We can’t wait to see how the great British public reinterprets some modern advertising classics and have some laughs in lockdown.”
Will Robinson, Marketing Lead – Walkers Snacks comments “At Walkers, we always have lots of fun making our adverts, so when the opportunity arose to challenge the nation to get creative and re-make one of our favourite ads, we jumped at the chance.
We’ve chosen the ‘hiding snacks’ ad as it is inspired by the insight that two-thirds of Brits hide their snacks to avoid having to share them, with the average householder owning up to having four different snack hiding places, from underwear drawers to the bedside table.
The creativeness of these snack hidey-holes has been brought to life in the playfulness of the ad, and we hope that families across the UK enjoy creating our ad in and around the home as much as we did.”
Jean-Marc Streng, Managing Director at Honda UK said “The original Cog advert took 606 takes between testing and filming to capture the final cut. So we are really looking forward to seeing how ITV’s viewers recreate Honda’s precision engineering in producing their version of our iconic Cog advert. However, we would not recommend them taking their car apart to do so!”
Francesca Theokli, Marketing Director, Weetabix Food Company, said: “We’re thrilled to take part in the People’s Ad Break campaign, alongside some iconic TV adverts of recent years. We’ve been delighted by the response to our new Weetabix advert, which shows a little girl who’s ‘had her Weetabix’ fishing at the beach and hooking the most surprising thing you could imagine – a navy submarine.
“It continues a tradition for Weetabix of advertising which brings light-hearted humour and a British charm, and we can’t wait to see what the creative minds of the UK can come up with to recreate a Royal Navy Submarine in their own homes!”
