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Channel 4 takes on the streamers with tongue-in-cheek campaign


Channel 4 has given Hollyoaks, sorry Höllioåxs a Scandi-noir make-over and reimagined Derry Girls as a US high school comedy in a new streaming campaign.

The ads, produced by its in-house 4creative team, launch today, to highlight how its British content differs from the US streaming services.

The creative shows what could happen if some of its main titles were reinvented for global audiences.

“We know that people want original and different content, and that’s why they love Channel 4,” explained Iain Walters, Head of Marketing for Streaming, Channel 4.

“This campaign is a mischievous take on things, to show just how ‘rubbish’ it would be if our shows were a bit globalised and the same-same, and how Altogether Different Channel 4’s streaming service really is!”

The 90” and 60” ads feature Paul Hollywood, Siobhán McSweeney, Ade Adepitan, Ellie Simmonds, Greg Davies, Munya Chawawa, Krishnan Guru-Murthy, Sophie Sandiford and Pete Sandiford.

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“One of the many brilliant things about Channel 4 is that its shows are distinctly British,” added Lynsey Atkin, Executive Creative Director, 4creative.

“What a gloriously fun thing it has been for the team to turn all of this wonderful nuance into brash, bold, “generic nonsense.” Long live sweary nuns, independent journalism and Tony from Hollyoaks exactly as he is.”

From 19th June there will be large format banners across key city sites, including Manchester Piccadilly Approach and national digital billboard posters.

The six OOH creatives feature photo-real illustrations of Channel 4 stars next to figures who would stereotypically play their character roles or appear in similar shows.

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