BAM! ITV resurfaces "Love Island"

ITV has launched a chaotic campaign signposting Love Island’s triumphant return to the small screen.

Created in-house by ITV Creative, “This is not a drill” begins as presenter Laura Whitmore saunters through the street with a purple hammer, smashing an emergency button that reads: “In case of Love Island, smack on.” The spot quickly descends into chaos as attractive twentysomethings receive texts, causing the public to take to the streets in a cavalcade of bean bags and sexual innuendos. “This is not a drill,” narrator Iain Stirling warns, before being smacked in the face by a flying peach. The TV ad launched on Saturday (5 June) alongside digital and outdoor activity