Channel 4 has launched a disruptive new ad to promote the launch of its latest original series, ‘The Undeclared War’.
Featuring Simon Pegg and Adrian Lester, the new six-part cyber-thriller imagines the real-life consequences of a nationwide cyber-attack crippling the UK.
The disruptive trailer is positioned as deep-fake style emergency government announcement and an initial 100-second spot was pushed out in a so-called ‘roadblack’ simulcast across Channel 4, E4, More4 and Film4 at 9pm last Friday (10 June).
The spot was also broadcast on the network’s Twitter, YouTube and Facebook channels at the same time.
Be vigilant, be ready and, above all, remain calm… #TheUndeclaredWar coming soon to Channel 4 and All 4 pic.twitter.com/epPVgiyrVL
— Channel 4 (@Channel4) June 10, 2022
Produced by Channel 4’s in-house creative agency, 4creative and planned by Omnicom-owned OMD UK, the roll-out continued with a 30-second radio ad pushed out on Saturday (11 June). Teasers clips are now live on Facebook, Instagram, YouTube and TikTok.
In addition to innovative digital out-of-home posters featuring fake classified information leaks, a targeted campaign will also be launched across streaming platform Twitch, which will involve non-skippable 20 second in-stream trailers alongside homepage takeover on the day of broadcast to target a cyber-interested audience.
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“Since Orson Welles first terrified the nation with his War of the Worlds broadcast, the idea of feeling that the nation is at the centre of a drama has thrilled audiences,” Channel 4 chief marketing officer, Zaid Al-Qassab.
“Channel 4’s new drama, The Undeclared War, is so relevant to our current global context that we wanted viewers to feel the jeopardy to our very way of life.
He continued: “We think this campaign really brings the reality of cyber war into people’s homes.”
4creative executive creative director, Lynsey Atkin added: “It’s not often the darkest possibilities of the modern world prove exciting to delve into, but it’s been fascinating developing this campaign and working with Peter Kosminsky to make it as believable – and as unnerving – as possible.”
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