ITN PRODUCTIONS WINS AFP COMMISSION FROM P&G FOR CHANNEL 5
ITN Productions has been commissioned to make ‘The Big Celebrity Clean Up’, a one-off programme that pitches two teams of celebrities against each other to make the biggest difference to a regeneration area in East London.
The 1 x 24” programme, commissioned by P&G is due to be broadcast on Channel 5 on 23rd June as part of the P&G Capital Clean-up campaign, a series of clean-up events designed to bring Londoners together to spruce up neglected areas of the city as it gears up to host the greatest show on earth this summer.
‘The Big Celebrity Clean Up’ features Irish pop stars Jedward battling a team of former EastEnders’ soap stars (Joe Swash and Nicola Stapleton) in a race against the clock to make the biggest difference to a regeneration project and leave a lasting legacy ahead of this summer’s games. The celebrity captains, helped by show host Melinda Messenger and fellow ‘Cowboy Builders’ presenter John Russell, inspire groups of local volunteers to turn a derelict site into a fully functional and interactive children’s learning centre. P&G sponsorship idents, also produced by ITN Productions, will feature at the start of ‘The Big Celebrity Clean Up’ and as bumpers during the advertising break.
The programme was commissioned by Tim Lofthouse, Senior Purchasing Manager at P&G, and Greg Barnett, Commissioning Editor for Entertainment, Daytime & Soaps at Channel 5.
“We’re committed to helping London look its best ahead of this summer’s activity when the world’s attention will be on our Capital,” said Andrew Fisk, Communications Director for P&G UK and Ireland. “Since March, hundreds of volunteers have rolled up their sleeves to help make London a cleaner, fresher, stain free place and we hope that through the efforts of the P&G Capital Clean Up, the rest of the world will feel the pride that we all share for this great city. We’re delighted that some of these clean up efforts will be televised on Channel 5 through the Big Celebrity Clean Up and want to thank our partners and volunteers that have helped to spruce up the city in recent months.”
Greg Barnett, Commissioning Editor for Entertainment, Daytime & Soaps at Channel 5, commented. "The way Britain is getting ready for this incredible summer is very much at the forefront of the public’s minds at the moment. P&G's campaign was a perfect opportunity to get celebrities involved with the big clean-up, and the resulting programme is an exciting and entertaining show which will inspire viewers and further build their anticipation of this summer's sporting activities.”
“This commission exemplifies the creative breadth of what ITN Productions can deliver to broadcasters and brands,” said Mark Browning, Managing Director of ITN Productions. “We’ve combined the expertise of our editorial and creative teams to make a programme that intensifies an agency’s brand campaign but also makes engaging television. It’s a great piece of content that meets the needs the advertiser and the audience alike.”