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Channel 4 and 20th Century Fox create bespoke X-Men ad break

Channel 4 has teamed up with 20th Century Fox to celebrate the cinema release of XMen: Days of Future Past by creating bespoke ads featuring the film’s cast alongside famous Channel 4 faces.

Two 60-second spots, developed with media agency Vizeum, will launch tonight (16 May) and will feature actors including Hugh Jackman, James MacAvoy and Patrick Stewart in addition to presenters Jimmy Carr, Jamie Oliver and Kirsty Allsopp each answering the question: “If you could go back in time, what would you tell your younger self?”

On-screen graphics placed within the spots will also encourage viewers to join the conversation on social media using the hashtag #myfuturepast.

The campaign will run around peak-time programming, such as Gogglebox and Fargo, throughout the weekend on Channel 4 and the spots, and will be followed by a trailer for X-Men Days of Future Past.

Angus Mitchell, agency principal at Channel 4 said: “This latest collaboration with 20th Century Fox has delivered another creative ad campaign to follow the successful Prometheus partnership. This innovative ad spot, exclusive to Channel 4, will help broaden the film’s appeal by featuring X-MEN stars alongside top recognisable Channel 4 presenters as they reveal personal insights to celebrate the new film release.”

The broadcaster worked with Sassy Films for the creative.

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