BAFTA-winning actor Jason Watkins and Love Island winner Kem Cetinay go head-to-head in fight for our attention
Unlikely pairing launch new ITV brand campaign Drama vs Reality' to highlight more content on the ITV Hub than ever before
Tonight, ITV kicks off a new brand campaign, titled Drama vs Reality', to highlight the wealth of drama and reality shows that are available on ITV Hub. The idea behind the new campaign shows stars from drama and reality TV stopping at nothing in the fight for our attention.
ITV Hub has kicked off 2021 with its best ever viewing numbers for drama - and titles including The Pembrokeshire Murders, The Bay series 2, Finding Alice, McDonald and Dodds, Grace, Unforgotten series 4, Marcella series 3 and Too Close are all there for viewers to discover.
ITV is also home to the biggest reality series, and full series of Love Island, Ibiza Weekender, The Cabins, Real Housewives of Cheshire and Jersey, and Sam and Billie: The Mummy Diaries are ready and waiting for reality fans to binge on.
The campaign launches tonight with the first TV ad after The Brit Awards this evening, showing the first in a series of unexpected pairings - which sees renowned drama stars pitted against beloved reality stars as they aim to take each other out in amusing, underhand ways in their bid to win the battle for viewers' attention on ITV Hub.
The fully integrated marketing campaign will use multiple media channels, including outdoor as well as over the coming weeks innovative activations on younger skewing platforms such as Snapchat and Tiktok, bringing the Drama vs Reality' idea to life, for what is ITV's biggest brand campaign of recent times.
Jane Stiller ITV's Chief Marketing Officer said:
With this ambitious campaign, we are investing in getting the message out to viewers, especially those that do the majority of their viewing on demand, that ITV Hub is a destination for brilliant content and is the home of the best drama and reality programming.
The first TV ad in the campaign titled Poison', shows unlikely duo, BAFTA award-winning actor Jason Watkins (Des, McDonald and Dodds) having murderous intentions when he invites Love Island's Kem Cetinay over for a drink.
In the playful skit, we find Jason on-set, preparing lines for an upcoming scene, until interrupted by a knock at his trailer door by the unassuming Kem. The pair exchange pleasantries as Jason invites Kem inside for a drink. Seemingly unbeknown to Kem, Jason causes distraction with a cathartic speech on the importance of drama, whilst making a drink for the reality star which is laced with deadly poison.
As the two seem relaxed in one another's company, the battle between drama and reality becomes clear, Kem is one step ahead - swapping his poisoned drink with Jason's to win the fight for our attention - as the new season for Love Island draws closer.
Jason Watkins said:
Delighted to be highlighting the wealth of ITV Drama on the ITV Hub. Fighting Drama's corner! Who knows, maybe one day I'll dip my toe into Reality!
Kem added:
What can I say, I'm a competitive guy so I didn't come to play! When drama and reality collide it all kicks off .
The campaign was created with Uncommon Creative Studio and shot by Oscar-winning Director Tom Hooper (The King's Speech, Les Mis rables) whose credits also include the iconic ITV drama Prime Suspect. Alongside cinematographer Barry Ackroyd, whose BAFTA nominated work includes the iconic Green Zone, Jason Bourne and The Big Short, and Terry Needham, the 1st assistant director on Black Hawk Down.
Media for the campaign was planned and delivered by Essence.
The campaign is set to follow with another unanticipated battle between ITV drama and reality TV stars launching next week. Stay tuned.
Europe Stories
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
25/11/2025
Tracy Bonareri Onchoke, an investigative journalist from Kenya is the winner of the Thomson Foundation's Young Journalist Award 2025.
The 26-year-old-sele...
25/11/2025
The best playlists, podcasts, and audiobooks bring a little extra magic to your daily routine. With new features and offerings, Spotify Premium delivers even mo...
25/11/2025
Comprehensive new research confirms what we already knew: Australian music fans love the quality, quantity, and access they have to new and local music on strea...
25/11/2025
Applicable Products
Objectives The purpose of this application note is to give a brief background on 5G (NR) wireless communication an explain the reason a SN...
25/11/2025
25. November 2025 Cecilia Pierron
Last week, we took part in OnDAM 2025, an educational conference fully dedicated to DAM, hosted by Activo Consulting. The ...
25/11/2025
25 Nov 2025
VEON's QazCode and MeetKai Sign Agreement to Power National LLM...
25/11/2025
UKTV has acquired a high-profile slate of US dramas from Paramount Global Conten...
25/11/2025
A symphony of genius, rivalry and vengeance, boldly reimagined from Peter Shaffe...
25/11/2025
Article courtesy of Cinematography World
Read the article
FilmLight has finalised the prestigious 2025 FilmLight Colour Awards jury and welcomed award-winning...
25/11/2025
Article courtesy of Prensario
Read the article
La serie fue dirigida por Juli n de Tavira, Rodrigo Santos, y David Leche Ruiz, con direcci n de fotograf a a...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
The awards, celebr...
25/11/2025
Article courtesy of Televisual
Read the article
Already live in Los Angeles and rolling out in New York and London, Nara gives producers, colourists, conform ...
25/11/2025
Article courtesy of Digital Media World
Read the article
ARTONE post-house in Tokyo is the first facility in Japan to integrate Baselight M, choosing its prec...
25/11/2025
Article courtesy of The Hollywood Reporter
Read the article
Once hidden in post-production suites, the artists who make movies and TV shows look the way they ...
25/11/2025
Article courtesy of Deadline
Read the article
The Brutalist' & Bad Bunny's Nuevayol' Music Video Among 2025 FilmLight Colour Award Winners - Cam...
24/11/2025
Robyn made her long-awaited return to the stage this week, as Spotify and Acne Studios brought friends and top fans together for an unforgettable evening at the...
24/11/2025
After more than two years of redevelopment, FC Barcelona returned to its spiritual home on November 22, hosting Athletic Club in the first La Liga match at the ...
24/11/2025
24 Nov 2025
Kyivstar Launches Starlink Direct to Cell Satellite Connectivity in Ukraine Today's Launch Makes Ukraine the First Country in Europe Where Star...
24/11/2025
Ahead of the new ninth series of Dancing with the Stars, kicking off in January 2026, RT and Shinawil have announced the arrival of three new faces to the hit ...
21/11/2025
Fans have been counting down the days until the final theatrical chapter of Wicked is revealed. To celebrate the highly anticipated release of Wicked: For Good ...
21/11/2025
Last week, Spotify turned up the volume in Seoul with the return of Spotify Hous...
21/11/2025
Wiesbaden, November 21, 2025. The SGL Carbon site in Meitingen has reason to celebrate as one of its trainees received a special award. Elias Stemmer was honore...
21/11/2025
Sky Media's £2m award-winning sustainability initiative crowns its first charity as this year's standout changemakerFriday 21 November 2025
GoodGym nam...
21/11/2025
As COP30 draws to a close, the International Electrotechnical Commission (IEC), ...
20/11/2025
Your playlists are personal. They're the soundtracks to your road trips, your quiet mornings, and your biggest celebrations; collections of memories and dis...
20/11/2025
Spotify, uzun s redir zerine al t T rk m zik k lt r n n ikon haline gelmi ...
20/11/2025
For the first time, Spotify has teamed up with The Hollywood Reporter to cohost ...
20/11/2025
This year's ARIA Awards marked a turning point for Australian music, and Spotify was right at the heart of it. For the first time in the awards' nearly ...
20/11/2025
15 March 2012
SHARE Facebook Twitter Linkedin Email
Cinegy and Vericom are pleased to announce the recent deployment of Cinegy Archive for production and as...
20/11/2025
6 September 2012
SHARE Facebook Twitter Linkedin Email
FIC Turkey supplies media content to Pay TV under Fox TV Channel brands in Turkey.
At the start of s...
20/11/2025
25 June 2014
SHARE Facebook Twitter Linkedin Email
Last month VIVA finalized its Cinegy installation in order to produce and broadcast the World Cup Brazil ...
20/11/2025
1 October 2014
SHARE Facebook Twitter Linkedin Email
With 5 locations spread out around Baden-W rttemberg, Schw bisch Media required a scalable end to end s...
20/11/2025
27 April 2015
SHARE Facebook Twitter Linkedin Email
Cinegy, which develops and produces media asset management products that are used in flagship production...
20/11/2025
12 August 2015
SHARE Facebook Twitter Linkedin Email
Munich, Germany, 26 October 2015 - Cinegy, which develops and produces software technology for digital ...
20/11/2025
5 November 2015
SHARE Facebook Twitter Linkedin Email
Munich, Germany 3 November 2015 - Cinegy, which develops and produces software technology for digital ...
BAFTA-winning actor Jason Watkins and Love Island winner Kem Cetinay go head-to-head in fight for our attention
