Press Release: ITV, INEOS and The Daily Mile’s partnership with new action adventure movie ‘The Kid Who Would Be King’ encourages children to take charge!


Integrated TV campaign featuring star of the movie, Angus Imrie, promotes health initiative to get children #FitForLife!

The Daily MileTM, ITV, INEOS and have partnered with Twentieth Century Fox and Working Title’s new live-action family movie The Kid Who Would Be King, to launch an innovative new ad campaign encouraging schools across the UK to sign up and take part in The Daily Mile.

Old school magic meets the modern world in the epic adventure The Kid Who Would Be King. Alex (Louis Ashbourne Serkis) thinks he’s just another nobody, until he stumbles upon the mythical Sword in the Stone, Excalibur. Now, he must unite his friends and enemies into a band of knights and, together with the legendary wizard Merlin (Patrick Stewart), take on the wicked enchantress Morgana (Rebecca Ferguson).

The bespoke 30” ad, developed and produced by creative comms agency Media Zoo, sees a young incarnation of Merlin (Angus Imrie), as the face of the campaign rallying a group of children to take on the ultimate quest and join The Daily Mile. The co-branded ad will premiere on ITV on Monday 11th February and run throughout the daytime schedule, including Good Morning Britain, Lorraine and This Morning!

The Daily Mile is simple, free and gets children out of the classroom for fifteen minutes every day to run or jog, at their own pace, with their classmates, making them fitter, healthier, and more able to concentrate in the classroom. ITV first partnered with The Daily Mile in 2018, launching its first ever ad campaign and giving editorial support across programming. Since launching the campaign, the number of schools taking part has more than doubled and the number of children signed up to the initiative is over one million.

Simon Daglish, Deputy Managing Director, Commercial ITV said: “We’ve seen the hugely positive results of our work with The Daily Mile and INEOS as we enter the second year we wanted to look at new ways to promote the initiative. The Kid Who Would Be King is the perfect child friendly heroic adventure and partnering with 20th Century Fox gives us the platform to highlight The Daily Mile in a fun, contextual way. It’s a partnership that works for all parties and we intend to explore similar endorsement opportunities for The Daily Mile moving forward.”

Maria Buttaci, Partnerships Manager at Twentieth Century Fox said: “We are delighted to be partnering with ITV, INEOS & The Daily Mile for the release of our upcoming live-action family adventure movie The Kid Who Would Be King. The Daily Mile is a wonderful initiative that aligns perfectly with the films central theme of encouraging children to unite together for an epic quest!”

Elaine Wyllie, Founder of The Daily Mile says: “We are delighted that we have been able to work with ITV, INEOS and 20th Century Fox to encourage more children to join the quest to get Fit For Life and to encourage more schools to sign up to The Daily Mile.  The support of ITV has made such a difference to the Foundation and the partnership with The Kid Who Would Be King brings out the fun in all of us.”

Jim Ratcliffe, founder and chairman of INEOS and a keen runner himself, says “INEOS has been supporting The Daily Mile for the last four years. We know how important it is to encourage children to get fit and healthy and look after themselves, not just for today but for the years to come. We are delighted to be working with Twentieth Century Fox, and ITV to help take The Daily Mile to the next level.”




Media contacts

The Kid Who Would Be King: Charlotte Peters – [email protected]

The Daily Mile: Joseph Wade – [email protected] – 0207 384 6980 –  07758 074 576