ITN Productions and HLA joined forces to co-produce the world’s first live streamed global ad from 18 locations around the world for Virgin Holidays. The 60 second advert aired during ITV’s X Factor on Saturday night, and required 19 simultaneous shots.

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 was cut live by a gallery director and vision mixer exactly as if it was live TV. The ad was then 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 #SeizeTheHoliday campaign, AMV BBDO. 

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

Production teams filmed 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



Agency – AMV BBDO

Board Account Director – Alex Bird

Creative Director – Ant Nelson

Creative Director – Mike Sutherland

Production Partner – Anita Sasdy

Production Assistant – Frankie Burwell-Wright


Production Company – ITN Productions

Head of Commercials – Adam Barnett

Exec Producer – Jemma Cassey

Production Manager’s – Nancy Eite-Cooper, Emma Copeland

Head of Field Operations – Steve Gore-Smith

Technical Director – Alex Bassett

Head of Post Production – Olly Strous 


Production Company – HLA

Director – Simon Ratigan

Producer – Mike Wells

Production Manager – Dan Carter