Channel 4 gets behind Shorts launch with marketing push

Channel 4 is backing the launch of its short-form video content platform Shorts with a cheeky marketing campaign.

Video: Channel 4 Short Shorts

The Shorts platform sits on 4oD, offering viewers short original videos featuring talent such as Jamie Oliver, Made in Chelsea’s Binky Felstead and Guy Martin, star of Speed.

Shorts will also house ad-funded programming. Launch partners include Rimmel, British Gas and Alfa Romeo.

Speaking last year at the broadcaster’s annual upfronts when Shorts was first unveiled, Channel 4 head of digital and partnership innovation Jon Lewis said Shorts “de-risks the whole AFP challenge for marketers”. Channel 4 is using its production resources to help advertisers create content in a “TV-centric environment”, starring talent from its programmes.

An on-air campaign from Channel 4’s in-house creative agency 4Creative launches tomorrow (2 August) to promote Shorts, featuring an eclectic group of people wearing exceptionally short shorts. The ad is soundtracked by The Royal Teens’ “Short Shorts”.

Yesterday (31 July) Channel 4 also created a PR stunt, sending a group of men of all shapes and sizes out into the City of London wearing microsuit shorts, much to the bemusement of passing commuters.

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