Break Innovation : The Returned French Break
In June 2013, Channel 4 broke new ground yet again, broadcasting the UKs first ever ad break made up entirely of French language adverts with English subtitles.
The exclusive themed ads occurred in the first break of the opening episode of new French zombie drama, The Returned, which was Channel 4's first foreign-language drama in over 20 years. The special break was introduced by Channel 4, also in French.
The themed premium break was collaboratively devised and managed by Channel 4 Sales, working with agency partners ZenithOptimedia, MGOMD, OMD and Starcom.
Jonathan Allan, Sales Director at Channel 4 said: "We're really excited to bring the first entirely French ad break to Channel4 to herald the arrival of our eagerly awaited new zombie drama series - it should really make the ads fit within the context of the show and surprise the viewer, cutting through to the audience."
"This themed spot is a great example of how Channel 4 is able to deliver its advertising partners innovative marketing solutions by creating an event to attract and engage audiences with our clients' brands."
To help launch the new console, we created a gamified launch weekend on Channel 4
Our brief was to create something innovative, premium and visible to live on our channels and create a more emotional connection with our viewers
Channel 4 and Google Play teamed up for a brilliant live ad break featuring Sam Smith
The award-winning Comedy Gala Breaks returned in 2013 for another fantastic year of Alan Carr having fun within the ad breaks
In June 2013, Channel 4 broke new ground yet again, broadcasting the UKs first ever ad break made up entirely of French language adverts with English subtitles
The broadcast sponsor, Dubai, wanted to mark this huge live event and capitalise on the colossal 9million strong audience with a message that was original, relevant and celebratory
We created an innovative campaign that both raised awareness of the box and entertained the viewer
Comedy Gala Breaks 2012
The award-winning Comedy Gala Breaks returned in 2012 for another fantastic year of Alan and Jimmy Carr having fun within the ad breaks
Through 2012, Channel 4 Sales worked closey with Microsoft on a fantastic array of exciting advertising innovations, ranging from Premiere Breaks to Live Ads
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