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Ad of the Day: ITV’s pithy print ad promotes Post Office drama and calls for action

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By Amy Houston, Senior Reporter

January 19, 2024 | 3 min read

The full-page, black-and-white ad with its pointed strapline positions Mr Bates vs The Post Office as more than just a TV show.

The Sunday Times newspaper

ITV's print ad / ITV

ITV’s latest drama, Mr Bates vs The Post Office, is based on the extraordinary story of a miscarriage of justice where hundreds of British sub-postmasters were wrongly accused of theft, fraud and false accounting due to a defective IT system.

Directed by James Strong, the TV series has reignited interest in the story again after it was first reported almost 10 years ago.

To promote the drama, ITV’s in-house creative team created a monochromatic print ad featuring the wronged postmasters at The Royal Court of Justice in London.

But what truly grabs the attention is the straight-talking line, which reads: “Lights. Camera. But most importantly… Action.”

The ad has run in titles including The Sunday Times and continues to spark conversations online across social media channels.

Credits

Executive creative director: Nikolas Studzinski

Creatives: Alan Morrice, Ben Harris

Designer: Mike Lomas

Producer: Trine Johnson

Strategic planner: Tatiana Jezierski

Head of campaign management: Victoria Barnard

Head of marketing campaign delivery: Simon Ricks

Marketing campaigns director: Ed Ross

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Print

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