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Itv “Poison” 2021

Itv “Poison” (2021) is an Itv commercial directed by Tom Hooper for Uncommon, produced by Smuggler. It won one award: Ciclope 2021 Bronze Production Writing.

Two actors, Jason and Kevin, rehearse a dramatic scene in a luxurious RV, blurring the lines between their on-screen roles and off-screen banter.

Video: Whitehouse Post on Vimeo

Shot by shot

  1. A man in a brown suit and white shirt stands in a dimly lit, wood-paneled room, looking around with a confused expression.© Itv0:00
  2. A film crew works at night on a set, with a vintage car and various equipment visible under bright artificial lights and smoke.© Itv0:14
  3. A man with a beard and a patterned jacket sits at a table, smiling and looking towards the camera in a dimly lit living room.© Itv0:48
  4. An older man's hands retrieve a small bottle labeled "POISON" with a skull and crossbones from his tweed waistcoat pocket.© Itv0:55
  5. A man in his 50s, dressed in a white shirt and brown vest, is seen from the chest up, speaking in a dimly lit kitchen.© Itv0:59
  6. A man in a tweed vest and white shirt holds a glass of red wine, smiling as he talks to another man across a table in a luxurious train car.© Itv1:07
  7. Two men are sitting at a table in a luxurious train car, with one man in a vest and tie smiling at the other, who is seen from behind.© Itv1:21
  8. A young man with a beard, wearing a patterned jacket, sits at a table with wine glasses, talking to an older man in a dimly lit, luxurious interior.© Itv1:35
  9. Two men, one with a patterned shirt and the other in a vest, sit at a table with wine glasses and a trophy, toasting each other in a cozy, wood-paneled room.© Itv1:51
  10. Two men sit opposite each other at a table in a train car, one holding a glass of red wine, the other with his back to the camera.© Itv2:06
  11. A man in a patterned shirt reads a script, while an older man in a white shirt and brown vest chokes and falls off a bench in a luxurious train car.© Itv2:12
  12. A man in a brown suit and white shirt lies on the floor, clutching his chest, with a distressed expression, while text overlays the scene.© Itv2:17

Stills © Itv. Made by Uncommon, Smuggler and Tom Hooper.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Actors rehearse a dramatic scene, blurring lines between fiction and reality.

Tagline: “The fight for your attention starts here”

meta-narrativeplay within a playbehind the scenesdramatic ironycontrast between reality and fiction

The cut

Length
150 s
Shots
39
Average shot
3.9 s

What creatives use Itv “Poison” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Itv “Poison”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in a brown suit and white shirt stands in a dimly lit, wood-paneled room, looking around with a confused expression.© ItvA film crew works at night on a set, with a vintage car and various equipment visible under bright artificial lights and smoke.© ItvA man with a beard and a patterned jacket sits at a table, smiling and looking towards the camera in a dimly lit living room.© ItvAn older man's hands retrieve a small bottle labeled "POISON" with a skull and crossbones from his tweed waistcoat pocket.© Itv
    Frames from Itv “Poison”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Itv “Poison” in order, with its length, framing and what happens in it.

    A man in a brown suit and white shirt stands in a dimly lit, wood-paneled room, looking around with a confused expression.© ItvA film crew works at night on a set, with a vintage car and various equipment visible under bright artificial lights and smoke.© ItvA man with a beard and a patterned jacket sits at a table, smiling and looking towards the camera in a dimly lit living room.© ItvAn older man's hands retrieve a small bottle labeled "POISON" with a skull and crossbones from his tweed waistcoat pocket.© ItvA man in his 50s, dressed in a white shirt and brown vest, is seen from the chest up, speaking in a dimly lit kitchen.© ItvA man in a tweed vest and white shirt holds a glass of red wine, smiling as he talks to another man across a table in a luxurious train car.© Itv
    Length: 150 s · Shots: 39 · Average shot: 3.9 s

  3. 03Ad ideas: every spot built on a meta-narrative

    Before you present an idea, you need to know who has done it, and how.

    Itv “Poison” is built on a meta-narrative. Search the library by idea to see every spot that uses it.

    Channel 4 “Educating Yorkshire - School's Back”© Channel 4Netflix “Discover Your Future”© NetflixThe RealReal - L’Ultimo Uomo Reale “The Last Real Man”© The RealReal - L’Ultimo Uomo RealePop-Tarts “Unfrosted: Not Brought to You By Pop-Tarts”© Pop-Tarts
    Channel 4 · Netflix · The RealReal - L’Ultimo Uomo Reale · Pop-Tarts

More commercials by Tom Hooper

More from Uncommon

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Questions

Who directed the Itv “Poison” commercial?

Tom Hooper directed it, produced by Smuggler, for the agency Uncommon.

Which agency made Itv “Poison”?

Uncommon created it for Itv (2021).

What awards did Itv “Poison” win?

1 awards, including Ciclope 2021 Bronze Production Writing.

What is the tagline of Itv “Poison”?

“The fight for your attention starts here”

Sources for the credits and awards

awards.ciclopefestival.com