On the topic of this new slogan, anyone think the website is going slightly over the top with four adverts and the slogan on every slide of the flash object?
On the topic of this new slogan, anyone think the website is going slightly over the top with four adverts and the slogan on every slide of the flash object?
They really should do a new trailer endcard with the light beams.
:-(
A former member
Being picky - why the inconsistent use of typefaces? There's the ITV house font, yet the promo uses a sans-serif font and the website a (tacky) serif font. Slapdash and dull. Or drab. It's really selling ITV1 well.
It is intersting the motives behind this campaign.
Quote:
"It is ultimately a commercial decision, we want the brand to work harder for us and our research has shown that brand loyalty will get more people watching."
Well, I think that people would be much more loyal to the regional brands than just ITV. It is the unique regions which differentiate ITV from the BBC. It is sad that ITV own so many loved brands, and they totally waste them. To me the greater the locality, the greater the relevance.
The ITV brand encapsulates the regions, I think, and if they don't use the regions they aren't letting the ITV brand work its hardest. I know he said:
Quote:
"We are trying to capture the essence of what ITV1 is, it is more than the sum of its parts,"
but I feel that the regions are part of ITV's essence—it is integeral to ITV's origin. The U. S. P. of ITV is its reductionism being part of its greater whole essence. It's holistic essence is its reductionism. Which is a paradox, but which makes ITV special, and what made it work.
Quote:
"After eight months [of research] were are confident of what we are and what differentiates us from BBC1," he said. "Optimism is a great place to start."
Well, when I was younger, primary school age, I'd get back from school and watch CITV. Then I'd watch Meridian Tonight. I prefered (sp.?) Meridian Tonight because it was much more optimistic and feel-good. I remember it was Fred Dinage and Debbie Thrower. It was much more relevant. It was close to me geographically and the presenting was friendly and approachable. It is these values that ITV are lacking at the moment, hidden behind a mirage (sp.?) of cold textual logos. The old logos were much more graphical and interesting, and the Meridian logo even had a sort of face in it.
It is a pity to witness the demise of one of Britain's best-loved brands. I can see that the new conglomorate (sp.?) (which is actually perhaps arguably
smaller
than the big old TV companies) ITV is
trying
to rejuvinate the brand, but it is a little to little, a little to late.
Perhaps the public need reminding of the ITV brand being one of Britain's most loved because it
was
one of britain's loved brands
once
—not anymore. Now people associate it with the cheaper soaps, and the 'lowest common denominator' prolefeed shows.
Here's a much better promo by 7 Australia - it shows a dull scene becoming brighter - and also all their famous faces and promotes their programmes too. Wasted opportunity ITV1!
The ironic thing is IIRC the whole "one to watch" campaign for 7 was designed by the same company who did the ITV1 idents at the time too.
I always thought Seven's promos from later on were fairly well suited to ITV1 (see here and here and here. Look slightly dated now but I reckon had ITV1 gone down that route and done the whole celebrity thing a bit better (instead of the bland emotion idents and middle-of-the-road stuff since), it would be seen as a strong "entertainment" channel rather than the nothingness it is now.
What is the current campaign trying to say? The production is great, no problems with that at all, but I've come away from watching a massive long video and have no idea what I'm meant to be thinking about ITV1?
As an arty piece of short film, I think the promo looks quite nice, and I like the premise behind it.
However...
It really says absolutely nothing about ITV1 to me, and could have been used to advertise virtually anything. The image it's portraying seems to be at odds with the style of most of ITV1's programming. It makes no sense whatsoever to portray the channel with a slow, arty, filmic promo when its programming is typified by populist, mainstream entertainment.
Who would have thought for a moment that that film is there to promote Coronation Street, Britain's Got Talent, Harry Hill's TV Burp, Jeremy Kyle and X Factor? I don't think I've ever seen a worse example of the packaging not fitting the product.
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