Channel 4 is taking the ‘Super Bowl’ quite literally with a typically comical new ad promoting the broadcaster’s Super Bowl Collection (which doesn’t actually contain any NFL coverage).
With the rights this year being shared between ITV and Sky, Channel 4 has instead curated a selection of ‘bowl’ themed content for a rather tongue-in-cheek take on American Football’s showpiece event.
The spot was designed to promote Channel 4’s ‘Un-algorithmy Algorithm’, designed to help viewers on its streaming platform find shows in more fun ways – such as its bowl-focused efforts, which include shows such as ‘Friday Night Dinner’.
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Developed by Channel 4’s in-house agency 4Creative, the 40-second spot was directed by Curious Productions’ Dan Humphreys. It marks the firm’s first piece of work under new ECD David Wigglesworth, who joined from Grey London to replace the McCann-bound Lynsey Atkins.
“Channel 4 first aired the [National Football League] in the 80s as part of its remit to cover sports not shown by other broadcasters,” Wigglesworth said.
“For this year’s Super Bowl, we decided to shine the spotlight on this huge event in a uniquely British, altogether different and very Channel 4 way.”
