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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here