Channel 4 ambushes ITV’s X Factor finals

Channel 4 is set to ambush one of ITV’s biggest nights of the year, The X Factor final, by launching an ad that features a Latvian singer with a prosthetic leg that it says presents an alternative view to the mainstream pop star ideal.

As an extension of Channel 4’s ‘Born Risky’ brand campaign, the group is set to hijack ITV’s audience by introducing an alternative pop video.

The spot will feature pop-star Viktoria Modesta’s new song “Prototype”. The Latvian pop star had a below-the-knee amputation at the age of 20 after lifelong complications with her leg.

The campaign aims to challenge conventional perceptions of a pop star. Channel 4 says the spot was created to offer a alternative perspective and to take creative risks with new talent.

A Channel 4 spokesperson says: “The X Factor dominates the music chart and airwaves around this time and represents a very mainstream view of a multimillion pound industry. What better place to present a different view?”

Earlier this year, the brand credited its ‘Born Risky’ marketing strategy for boosting viewer perception. The channel had a viral hit with “Gay Mountain” during the 2014 Sochi Winter Campaigns, which highlighted LGBT issues.

Post-campaign research found that the ad made viewers more likely to watch the channel and strengthened the Channel 4’s reputation for taking risks, according to the channel’s own research.

Previous X factor finals have drawn millions of users, with 10 million tuning in to watch Sam Bailey win in 2013.

The audience will be able to watch the full six minute video on the Channel 4 website and YouTube.

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