The ITV1 idents were created on the basis that ITV1 provokes "an emotion response in all of us" and therefore the so-called 'Emotion' idents were created. Many were shot in South Africa and featured a montage of unrelated scenes, which include such things as a man rubbing his bare chest, girls rolling down a hill and two people hugging trees. These represented moods such as joy, pride, sadness, love etc. In them the 'ITV1' logo would open out and enclose the footage it was superimposed on to. The exception to the rule was one of the ITV1 logo on a black background, used to introduce the news.