Channel 4 and ITV will join forces today (8 July) to promote 20th Century Fox’s War for the Planet of the Apes, simultaneously broadcasting ads that will direct viewers to the other channel for the first time.
Two TVCs have been created for the initiative: one that shows the ‘human’ side of the movie empire and one that explores the apes’ story.
The spots will go live during broadcasts of Skyfall on ITV and Bridesmaids on Channel 4. Viewers will be given the option to switch channels in order to pick their preferred ad.
The innovative media planning will be introduced to audiences as part of the creative, with a cinematic voiceover announcing: “In every war there are two sides. Whose side do you want to hear? Stay tuned for the human story on ITV, or witness the ape story on Channel 4 now.”
The initiative was planned and executed by Mindshare for Fox.
Chris Green, marketing director of 20th Century Fox, said: "We are very excited about the activation this weekend with ITV and Channel 4. War for the Planet of the Apes is one of our biggest titles for the year and this broadcast event should deliver a cut through moment for audiences that really showcases the scale and wider themes of the movie."
Craig Stead, strategy director at Mindshare, added: “This campaign is a brilliant example of collaboration within the industry. We came up with the idea of emulating military campaigns that utilise propaganda to garner support, and much like the film, simultaneously tell two sides of the story in an interesting and never-before-done way.
“We’re delighted that Channel 4 and ITV bought into the idea because both are fantastic mass-reach platforms and will generate a real buzz ahead of the film’s launch next week.”
It’s not the first time the two broadcasters have come together in the name of advertising: they united their brands in a simulcast brand campaign for the Alzheimer's Society in April.