ITV: The Brighter Side

Rupert Sanders has directed this filmic ad campaign for ITV which aims to emphasise how the brand is “synonymous with optimism”, according to David Pemsel, group marketing director at the channel. The spot, which shows sunlight bursting through a grey British beach scene, is “symbolic of ITV’s offering and wish to pierce through the nation’s doom and gloom in a beautiful and glorious way”. Whether this is quite what the channel’s programming actually achieves is of course open to debate.