Ad of the Day: ITV honours the evolution of TV through the lens of Coronation Street

ITV has launched a ‘major’ new campaign for flagship soap opera Coronation Street that takes the viewer on a behind-the-camera journey through the drama’s 57 years.

The spot recreates scenes from across the decades, featuring classic characters such as Elsie Tanner, Hilda and Stan Ogden, and Jack and Vera Duckworth. It also captures the ongoing changes to the soap’s production, including the transition from black and white to colour and the development of movable camera equipment.

The ad’s multiple scenes were filmed on both the Coronation Street lot and at Shepperton Studios, where Matt Gant, ITV Creative’s art director, reconstructed sets of years gone by. Costumes were produced through researching archive photography and footage, with help from the show’s archivist Helen Nugint, and actors were cast to match the original looks and performances of vintage characters.

The film will run on ITV into next year.

Tony Pipes, executive creative director of ITV Creative, said: “Coronation Street has a unique place in British popular culture. Everyone has a favourite scene and a memorable moment, and the chance to recreate some of these was a beautiful adventure.”

Sarah Tobias, head of marketing and media at ITV, added: “Coronation Street is on brilliant form at the moment … so now seemed like the perfect time to celebrate the soap. We hope viewers love reliving these classic Corrie moments as much as we have loved recreating them.”