Channel 4 is debuting its latest creative sales innovation with a bespoke cat-focused ad break for its seasonal broadcast of Mog’s Christmas.
A special animated adaptation of Judith Kerr’s much-loved classic children’s book, Mog’s Christmas will air at 7.45pm on Christmas Eve, with the ad break prior to broadcast completely dedicated to cats. The stunt will be the first time the broadcaster has worked with brands to theme an advert break.
Brands featuring in the ad break include Felix, Purina One, Gourmet and Cats Protection.
Peep Show actor Robert Webb will be voicing Tiddles – a real cat who is ‘hosting’ the ad break from a miniature Channel 4 TV studio, with cats interrupting the break, knocking over the mic and accidentally cutting to a cat test card.
The concept was developed by the Creative Hub, Channel 4 Sales’ new creative team, and produced by 4creative, Channel 4’s award-winning in-house creative agency.
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The ad break is the latest in a line of creative ad solutions from Channel 4’s Creative Hub.
Last month, Tom Read Wilson, the popular ‘client co-ordinator’ on E4’s Celebs Go Dating spent an evening narrating and commenting on the ads which showed during its Stand Up To Cancer programming.
Channel 4 head of sales Victoria Appleby said: “Our cat-themed ad break underlines why Channel 4 is the most innovative partner to work with. It showcases the creative power we can offer to brands, with the combination of our creative hub solutions team and our award-winning in-house creative agency.
“This latest sales innovation helps extend brands into the build-up to the much-anticipated Christmas Eve broadcast of Mog’s Christmas.”
Channel 4 chief executive Alex Mahon has recently spoken out about the difficulties the commercial broadcaster is facing at the moment, revealing that the slump in ad revenues is the worst it has been in the last 15 years.
