ITV Urging Viewers To 'Forget' What They Know In Ad For World Cup

ITV unveiled its World Cup 2018 creative "urging viewers to forget everything they know about the games," according to John McCarthy of THE DRUM. ITV Creative "issued a call to arms to football fans around England, urging them to focus on what could be at Russia." The spot "encourages ITV audiences to forget about the past" -- Maradona’s infamous handball, "the could haves" and even England's '66 win. It features the moments that fans and players "hang on to too tightly," using a "diverse mix" of edit and post-production techniques, along with specially shot scenes and the voice of Ashley Walters to "build momentum and hype for the most unpredictable World Cup in decades." The ad was "pulled together" by German Dir Hauke Hilberg (THE DRUM, 5/11).