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A new tongue-in-cheek marketing campaign by Channel 4’s award winning in-house creative agency 4creative launches today (16th June) to promote the huge selection of content commissioned especially for British audiences on Channel 4’s streaming platform.

The campaign highlights Channel 4’s wide selection of unique entertainment by humorously reimagining iconic Channel 4 shows as if they were made for a global streaming audience.

The campaign kicks off with 90” and 60” second all-star film launching today, with additional 40” and 20” second versions running from 24th June. The film features a huge cast of Channel 4 talent including: Paul Hollywood, Keith Brymer Jones, Rich Miller, Siobhán McSweeney, Ade Adepitan, Ellie Simmonds, Greg Davies, Alex Horne, Munya Chawawa, Krishnan Guru-Murthy, Sophie Sandiford and Pete Sandiford.

Set in an imaginary boardroom, the film starts with two cross-Atlantic visitors presenting a new vision for Channel 4’s streaming platform, which they believe needs a little ‘zhuzh’. The viewer is then pulled into the visitors’ presentation screen as a montage of Channel 4 shows play out as extravagant productions made for a generic global audience – with surprising and comedic results.

The montage includes a rendition of Derry Girls where they are reimagined as popular teens in a cliched high school comedy; a Great British Bake-Off spin-off show where Paul Hollywood reviews his old handshakes; and ‘Höllioåxs’ where Hollyoaks is re-envisioned as an amusingly serious Scandinavian thriller.

The film concludes back in the boardroom, where the two slick presenters ask for feedback on their ‘vision’. It is then revealed that sitting across the room are two of the UK’s finest TV reviewers: Gogglebox’s Pete and Sophie who declare that what they’ve seen is ‘rubbish mate’. The film ends with the voice of Alex Brooker: ‘Sick of everything feeling the same? Stream altogether different shows on Channel 4.’

Lynsey Atkin, executive creative director, 4creative, said, “One of the many brilliant things about Channel 4 is that its shows are distinctly British. What a gloriously fun thing it has been for the team to turn all of this wonderful nuance into brash, bold, “generic nonsense.” Long live sweary nuns, independent journalism and Tony from Hollyoaks exactly as he is.”

Iain Walters, head of marketing for Streaming, Channel 4, added, “We know that people want original and different content, and that’s why they love Channel 4. This campaign is a mischievous take on things, to show just how ‘rubbish’ it would be if our shows were a bit globalised and the same-same, and how Altogether Different Channel 4’s streaming service really is!”

The campaign continues from 19th June with large format banners across key city sites, including Manchester Piccadilly Approach and Glasgow City Central Station, running until 2nd July, plus national digital billboard posters running until 9th July. The six OOH creatives feature photo-real illustrations of Channel 4 stars next to figures who would stereotypically play their character roles or appear in similar shows, reminding viewers how Channel 4’s streaming content challenges norms like no other.

The campaign has been created to highlight the world-class content available on Channel 4’s streaming platform, which is host to the very best altogether different comedy, drama, documentaries, reality, lifestyle and film titles as well as international content. With 80% of the UK’s 16-34-year-olds registered, Channel 4’s streaming service is also the go-to destination for young people.

The campaign follows Channel 4’s brand transformation, which saw the broadcaster elevate its streaming-first commitment for the digital age by bringing all its digital, social, and linear channels together under one single brand as All 4 became ‘Channel 4’.