Freeview and Channel 4 have joined forces to form the latest part of Freeview’s TV advertising campaign.
From Monday 10 February Channel 4 viewers, including those watching E4, More4 and Film 4, will be treated to a 10 second teaser film introducing ‘cat’ and ‘budgie’.
The teaser opens with a house cat greedily eyeing a budgie, happily perched in her birdcage. The cat stalks his way across the room before using his paw to open the cage door, leaving the viewer to ponder the bird’s fate.
The full 60 second creative will air later in the week on Friday 14 February during episode two of Peter Kay: Live & Back on Nights on Channel 4 and will be simulcast on the broadcaster’s digital channels.
“Our ambition with this advert is to show people that entertainment is even better when it’s free and to drive discussion around the unpredictable nature of the relationship between our animal duo. The partnership with Channel 4 and complementary digital and social activity will provoke conversation,” said Guy North, marketing communications director, Freeview.
Channel 4, agency principal, Danny Peace, added: “We’re delighted to be the exclusive launch partner for Freeview’s brand new ad campaign. The teaser spots are certain to keep the nation guessing until the full ad is revealed exclusively across the Channel 4 portfolio.”
The campaign was created by Leo Burnett and directed by Ne-O through stink. Supporting social media activity sees people encouraged to enter a competition guessing what happens next using the promoted hashtag #catandbudgie.
MEC brokered the deal with Channel 4 sales.