Uncommon takes ITV’s ‘drama vs reality’ campaign to Love Island – in a helicopter, with machine guns

ITV’s Drama vs Reality campaign goes epic in this latest instalment, due to launch before Love Island on a night that isn’t disturbed by the drama-meets-reality entertainment provided by Euro 2020 football matches.

In the drama corner, we have Richie Campbell of Small Axe and Top Boy fame, and in the reality corner – gleefully shooting Campbell from a helicopter – is Ferne McCann of The Only Way is Essex.

Directed by Tom Hooper, who won an Oscar for The King’s Speech and directed Les Misérables, but probably comes a bit cheaper these days thanks to the Cats debacle of 2019.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.