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."

 

 

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