ITV to air Choose Your Own Adventure-style ads ahead of I'm a Celebrity return

Campaign 11 Oct 2019 02:10

ITV is inviting viewers to interact with a series of Choose Your Own Adventure-style ads for I'm a Celebrity… Get Me out of Here! that allow them to decide the fate of presenters Ant & Dec using the show's app.

In the first ad of the campaign, by ITV Creative, Ant & Dec will be casting off in a boat bound for Australia. However, a catalogue of perils face them at sea and members of the public will be prompted to help the duo decide what to do from a number of options. 

The first ad is set to air tomorrow night (12 October) during The X Factor: Celebrity. The launch phase will run for a fortnight, before three rounds of interactive executions. At the end of each week's promo, ITV will broadcast whichever choice wins the public vote.

ITV hopes that the campaign, which is being supported by out-of-home and social media activity, will help build the number of I'm a Celebrity… app users, thus bolstering viewer numbers when the 19th series airs next month.

In order to achieve a fast turnaround from airing the ads to viewers making their choice to showing the outcome, ITV Creative produced seven segments, of which four will end up on air. ITV's in-house creatives teamed up with post-production company Freefolk to create the computer-generated sea environments. The work was created by David Brooks.

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ITVITV CreativeAustraliaTony PipesSimon Ricks