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Channel 4鈥檚 Content Has a Global Makeover in Cheeky Streaming Campaign

16/06/2023
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4creative spot features a huge cast of Channel 4 talent in programmes reimagined as extravagant productions made for a generic global audience

A new tongue-in-cheek marketing campaign by Channel 4鈥檚 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鈥檚 streaming platform.

The campaign highlights Channel 4鈥檚 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鈥 and 60鈥 second all-star film launching today, with additional 40鈥 and 20鈥 second versions running from 24th June. The film features a huge cast of Channel 4 talent including: Paul Hollywood, Keith Brymer Jones, Rich Miller, Siobh谩n 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鈥檚 streaming platform, which they believe needs a little 鈥榸huzh鈥. The viewer is then pulled into the visitors鈥 presentation screen as a montage of Channel 4 shows play out as extravagant productions made for a generic global audience 鈥 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 鈥楬枚llio氓xs鈥 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 鈥榲ision鈥. It is then revealed that sitting across the room are two of the UK鈥檚 finest TV reviewers: Gogglebox鈥檚 Pete and Sophie who declare that what they鈥檝e seen is 鈥榬ubbish mate鈥. The film ends with the voice of Alex Brooker: 鈥楽ick of everything feeling the same? Stream altogether different shows on Channel 4.鈥

Lynsey Atkin, executive creative director, 4creative, said, 鈥淥ne 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, 鈥済eneric nonsense.鈥 Long live sweary nuns, independent journalism and Tony from Hollyoaks exactly as he is.鈥

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

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鈥檚 streaming content challenges norms like no other.

The campaign has been created to highlight the world-class content available on Channel 4鈥檚 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鈥檚 16-34-year-olds registered, Channel 4鈥檚 streaming service is also the go-to destination for young people.

The campaign follows Channel 4鈥檚 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 鈥楥hannel 4鈥.

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