ITN Productions and HLA produce world’s most ambitious live ad for Virgin Holidays

ITN Productions and HLA have joined forces to co-produce the world’s first live streamed global ad from 18 locations around the world for Virgin Holidays, created by AMV BBDO.

The 60 second advert will air during ITV’s X Factor on Saturday night (Sept 10) and requires 19 simultaneous shots which will be cut live in ITN Productions’ central London gallery.

Directed by HLA’s Simon Ratigan more than 90 crew were deployed worldwide to make the ad possible.

Using ITN’s unique infrastructure and connectivity the advert will be cut live by a gallery director and vision mixer as if it is live TV. The ad will then be played straight down the line to ITV from the gallery.

Planning for the advert took 3 months, 10 different country recces, and finding a cast of over 30. All under the creative agency behind the Seize the Holiday campaign, AMV BBDO.

The live commercial is designed to show a UK audience that people just like them are experiencing their ideal holidays, at this very moment.

Production teams will be filming 18 different scenes LIVE from eight key Virgin Holidays destinations:

  • Hawaii: Catching a morning surf,  horse-riding and fly boarding
  • San Francisco: Cruising the Pacific Coast Highway on a motorbike, and taking a rocket boat ride under the Golden Gate Bridge
  • Orlando: Disney’s Magic Kingdom, and exploring Florida in a Convertible
  • Barbados: Relaxing on a pristine beach, and snorkeling through a coral reef
  • Dubai: Dining in Atlantis’ iconic restaurant, cruising past the city sites on a riverboat, or relaxing at the tranquil Al Maha
  • New York City: Soaring over the city in a helicopter and watching street performers
  • Johannesburg: Enjoying a tribal dance performance
  • Bangkok: Visiting temples, and exploring Bangkok nightlife in a Tuk Tuk

Adam Barnett, Head of Commercials, ITN Productions, said: “We were delighted and extremely excited when AMV BBDO approached us with the creative. The challenge to create something live from multiple countries pushes the boundaries, with ITN Productions’ expertise in live and fast turnaround, both in terms of advertising and TV production, we were uniquely placed to make this hugely ambitious plan a reality. There are no other UK advertising production houses who can draw upon the connectivity, control room and gallery facilities like ITN’s. It’s been a fantastic challenge.”

Mike Wells, Executive Producer, HLA, said: “From the outset we were convinced this would be the most ambitious production and creative project of the year, HLA are thrilled to have been chosen to be part of it. Bringing the craft skills and creative attention to detail always required in high end commercials production together with the immediacy of the world of the live broadcast has been an immense challenge for all involved. It goes to show how exciting the results can be when the right production partners from different disciplines are chosen.”

The Seize the Holiday campaign has been developed by creative advertising agency AMVBBDO, with media planning support from Manning Gotlieb OMB.

The live advert will launch during the X Factor as part of ITV’s Proud to Present initiative and be introduced by a bespoke creative voiceover.  In addition to extensive television scheduling the new campaign will also run across VOD, OOH, Press, Radio, Digital, Mobile, YouTube, Facebook, Instagram and Twitter.

Press Contacts:

Laura Roberts, Head of Press and Public Affairs, ITN – 020 7430 4825

Phoebe Court-Thomas, HLA,

Campaign Creds:

Virgin Holidays:

  • Managing Director: Mark Anderson
  • VP of Customer and Marketing: Claire Cronin
  • Head of Brand, Customer Marketing & Reputation: Jay Kossifos


  • Creative: Ant Nelson, Mike Sutherland
  • Production: Anita Sasdy, Frankie Burwell-Wright
  • Account Management: Richard Arscott, Alex Bird, Alicia Lowndes, Ned Paterson, Vanessa Wise
  • Strategy: Lilian Sor, Matt Jones
  • Project Management: Sabrina Coreeba


  • Director: Simon Ratigan
  • Exec Producer: Mike Wells
  • Production Manager: Daniel Carter

ITN Productions:

  • Head of Commercials: Adam Barnett
  • Exec Producer: Jemma Cassey
  • Production Managers: Nancy Eite-Cooper, Emma Copeland
  • Technical Director: Steve Gore-Smith

About ITN Productions

ITN Productions is ITN’s in-house production business. We produce bespoke creative and commercial content for broadcasters, businesses, brands, rights holders and digital channels including:

  • TV programmes across factual, entertainment and current affairs for UK and international channels
  • TV commercials and branded content
  • Corporate video and industry news programming
  • Sports live coverage, clips and programmes
  • Shortform video online and on mobile
  • Full in-house post production facility

ITN Productions produce multi-award winning commercials and digital branded content, working for major global brands including Lego, Suzuki, Barclays and IKEA.  ITN Productions adverts won 4 Gold Media Week Awards and the Grand Prix in addition to two Gold Cannes Lions.  ITNP specialise in non-traditional commercials production, including live commercials, integrating social media into and innovative concepts offering full creative development in addition to production and post-production. For more information visit:

About HLA

With a reputation built over twenty-five years, HLA prides itself on having discovered and nurtured some of the top talents in the industry. HLA specialise in all aspects of filmmaking from TV commercials and music videos to shorts, documentaries, video installations and online content. Working alongside global clients HLA has produced multi-award winning commercials for the likes of Sony, Land Rover, Eurostar and Honda. For more information, please visit

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