The One Show

The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Moving Image Craft & Production

The Freshest - Smile, Clap

Agency Uncommon Creative Studio / London + O Positive + ITV / ITVX

Client ITV / ITVX


Direction / Series

Annual ID


About the Work

In November of 2021, ITV released ITVX, a British online video-on-demand service operated by ITV providing ‘The Freshest’ British entertainment. To promote the release of ITV’s new and fresh streaming service ITVX, we created a series of star-studded comedic sketches titled ‘The Freshest’. The series of films consisted of sharp-witted comedy sketches which are set in a rehearsal room — where we see a director and producer put the stars through their paces as they are challenged to improvise their way through different scenarios in the quest to effectively bring to life the UK’s freshest streaming service. The films included world-class acting talent, from Emmy award-winning Matthew Macfadyen, Oscar-winning actress Helena Bonham Carter and BAFTA rising star John Boyega. Each and every film is different - the sixteen bespoke films will vary in length from 3.30 minutes to 20 seconds The director added: "The campaign plays with the idea that even the most accomplished actors are vulnerable to passionate, yet insane, directors. It’s a lovely comedic friction that develops as these celebrities try to dutifully stay in the scene even as it becomes increasingly apparent that there is no scene. Or script. Or smart ideas. It’s always fun to watch a great actor learn what the audience already knows, that they are in a bad situation that won’t end well.” ITVX is the UK’s freshest streaming service, with viewers gaining access to over 10,000 hours of high definition free programming and more new shows to stream for free than anywhere else. ITVX will also launch a number of eagerly anticipated new programs available exclusively on the platform every week.


2023 Awards

Total Points: 3




Uncommon Creative Studio / London

Client / Brand

Itv / Itvx

Production Company

O Positive


Vibol Moeung


David Shane

Director of Photography

Sebastian Blenkov


Harry Butcher
Parv Thind


Hannibal Lang (Bacon X)

Director Asst.

Michael Clancy

Lead Online Artist

Dave Wishart


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