The Times newspaper is to take over an entire ad break during a screening of Homeland this Sunday on Channel 4, in order to carry a short film documenting Times’ journalists who were kidnapped in Syria earlier this year.
This will see the title take the full centre break in addition to a ten second teaser trailer in the first break, alerting audiences to what awaits them.
The contextual piece forms part of the newspapers Unquiet Film Series and takes the form of an edited 3 minute version of the film Bearing Witness. It will be backed up by an interactive video on 4oD in which viewers can explore a microsite related to the piece.
Danny Peace, agency principal, Channel 4 said: “Homeland’s upmarket and highly engaged audience is the perfect fit for The Times’ powerful and topical film Bearing Witness. This brand new partnership demonstrates the creative solutions Channel 4 can offer clients by leveraging its programme brands.”
Nick Stringer, chief creative officer of News UK added: “Bearing Witness tells a powerful story, full of insight into the dangers journalists face in their endeavours to report the truth from hostile environments around the world. It reveals a sense of purpose that The Times has pursued since the Crimean War. Broadcasting this short film on Channel 4 in the Homeland slot is the perfect alignment of contextual relevance, brand fit and reach of our target audience.”