See the new ITV1 advert "The Brighter Side" [video]

ITV1 have decided to run an awareness campaign to differentiate themselves from their competitors with an advert called 'Sunshine'. The advert aims to articulate what ITV1 stands for - the most entertaining, upbeat, optimistic programming in the UK.

This first ad (available below) aims to remind people that ITV1 can provide them with a drop of sunshine. For me I'm not sure if they've missed the point though? I like the sentiment but a drop of sunshine isn't a lot when they could have surely developed a far more up-beat 90 second viewing experience which makes you want to switch ITV1 on straight away for a quick up-lift in spirits? The fact that for around 75% of the time it's pretty grey and dismal pulls the wrong strings for me and loses me before the sunshine finale.

David Pemsel, Group Marketing Director of ITV, said, “The ITV1 brand is synonymous with optimism and universal shared experiences. The Brighter Side and this campaign is about building and owning this territory to create greater engagement and loyalty with our viewers."

I'm not completely convinced that this articulates the vision but see for yourself: