ITV Goes High Fashion for the Masked Singer 2022 Teaser

Following almost a year of anticipation, ITV’s cult covert singing show The Masked Singer is strutting back onto screens for a third season. To celebrate its return, ITV Creative, the in-house agency of ITV, today unveils its most glamorous commercial yet, as The Masked Singer meets the high-fashion runway. 

To create the conceptual piece, ITV Creative brought in boundary-breaking director Jade Ang Jackman to craft the high-camp commercial. Blending dazzling lights with choppy camerawork, cut to the sassy track of ‘Nails, Hair, Hips, Heels’ by Todrick Hall, Jade infuses the film with a dose of dynamic decadence.

The 60-second spot opens on a purple and blue-hued backdrop, with masked singer Firework slowly strutting into frame. The camera quickly cuts, and the audience finds themselves at a high-end fashion show, with glamorous spectators watching keenly as each of the 12 contestants are revealed. Accompanied by blinding blue spotlights and camera flashes, each spectacular costume is showcased on the illuminated catwalk. As the final applause is heard, presenter Joel Dommett appears in lieu of a designer at the end of the show. 

Through the key themes of high fashion and high camp, The Masked Singer influences are clear, with use of brand colours, presenter Joel Dommett, and iconic ‘take it off!’ catchphrase reference. For this third season, audiences will be listening intently and gathering clues to work out who’s hiding underneath Bagpipes, Firework, Traffic Cone, Doughnuts, Chandelier, Lionfish, Rockhopper, Poodle, Panda, Snow Leopard, Mushroom, and Robo Bunny.

Jade Ang Jackman, director, comments: "Working within the bold and eccentric world of The Masked Singer was a treat. As a director, energy, and movement are key components of my work. Sports and action are themes I regularly re-visit so finding dynamic ways to capture the strut, swish, and flair of each new character, further disguising their celebrity counterpart, was more than fabulous!"

Tony Pipes, executive creative director, ITV Creative, adds: "Forget fashion week, we’ve got the look you need right here. The Masked Singer is all about the over the top costumes and who is rocking them, so the catwalk was the perfect frame to wrap the camp, the crazy and the traffic cone. Jade’s captured that world authentically, giving an edge and gloss that would make even Anna Wintour take off her sunglasses for a closer look."

The TVC will air on Saturday 4th December on ITV and will also be promoted on OOH, digital and social.