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Uncommon Creative Studio's debut work for ITV celebrates popular ITV actors demonstrating the power of a great character with two films.

The films, "The patriarch" and "The guvnor" will air in cinemas, digital platforms and on TV – including Channel 4 and Sky channels – from this week, with radio executions following the next month. 

The spots were directed by James Marsh through Pulse Films and more films featuring ITV characters are due to launch later this year.