ITV Creative and Laithwaites Wine have partnered up to create a series of contextual TV ads to air this autumn.
The campaign launches this Friday for the new series of Grantchester and the 12 20-second spots will be broadcast around ITV's new dramas like The Larkins, Hollington Drive, The Long Call and Midsomer Murders.
Mike Barrett, ITV group sales & partnerships controller, said: “This is a great example of a really collaborative effort, working with the brand, media agency and ITV Creative to create a selection of bespoke, contextual adverts that will reach a key audience around our dramas.”
Laithwaites is the UK's largest home-delivery wine merchant and will become the first official wine partner of ITV Drama.
The ads show pairing "the drama in every drop" with an ITV show.
Alex Mathieson, Creative Director, ITV Creative said: "Creatively we wanted to celebrate the journey from box to table, whilst adding a dramatic feel to the way we shot the product, all achieved through the use of shallow focus and slow motion. In essence we wanted to capture the intimate pleasure Laithwaites wine delivers.”