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ITV has kicked off a new brand campaign to showcase its veritable smorgasbord of drama and reality shows.

The channel’s latest campaign features two of its biggest hitters – BAFTA-winning actor Jason Watkins and Love Island winner Kim Cetinay – battling it out in the fight for our attention.

Launched last night after The Brit Awards, the spot shows the pair pitted against each other in a skit entitled "Poison". Watkins (who appears in Des and McDonald & Dodds) has murderous intentions when he invites Cetinay over for a drink – but amid rivalry and confusion, who will eventually sip from the poisoned cup?

The campaign was created with Uncommon Creative Studio and shot by Oscar-winning director Tom Hooper (The King’s Speech, Les Misérables) whose credits also include classic ITV crime drama Prime Suspect.