ITV has signed a new comedy duo to front the rebrand of its troubled pay-TV-platfrom, ONdigital, to ITV Digital.
The comedy pair known as Al and monkey, whose job it will be to inform consumers about the benefits of ITV Digital, will feature in a nationwide TV, radio, press and poster campaign thought to be worth around £10m.
Comedian Johnny Vegas will play Al, the human half of the double act. He will marvel at the features ITV Digital has to offer, while Monkey, a product of the Jim Henson Creature shop, will explain how the platform works. The rebranding campaign is the first work by Mother since it won the £27m account in June.
Sales and marketing director for ITV Digital, Jeremy Dale, said: “We wanted an engaging campaign to launch ITV Digital and we are confident that this double act will become a firm favourite with the public. It is the freshness, humour and simplicity of the ads that expresses our attitude and approach to our business and our customers.”
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