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ITV has unveiled its first-ever cinema advertising campaign, with a 60-second advertisement for The Forsyte Saga, ITV's lavish serialisation of the novel by John Galsworthy starring Damian Lewis, Gina McKee and Rupert Graves. The advertisement, by BBH, features the strapline 'The original Sex and the City' and forms part of ITV marketing and commercial director Jim Hytner's strategy to imbue marketing for ITV1 with values of shared understanding, spontaneity and wit. ITV's foray into cinema advertising is intended to promote the show to younger audiences. The £0.5m campaign breaks this week and will be supported by radio and national press ads. Media was bought by Starcom Motive. The series starts on April 7.