Pinterest airing first TV ads during Channel 4's Made in Chelsea as it looks to tap into British culture

Pinterest and Channel 4 have today (16 May) revealed an integrated campaign that will see contextual ads for the platform appear around a range of Channel 4 programmes.

Building on a partnership which was first announced in May, the ads will air throughout Channel 4’s Eating Well with Hemsley + Hemsley and Made in Chelsea.

Creatively developed by Stinkdigital, the spots will pull lines from the shows and pair them with relevant content from Pinterest during the commercial breaks.

These contextually relevant ads will be shown around a range of targeted Channel 4 programming over the next seven months. The chosen programming will centre around British culture; an "ideal fit" for the Pinterest brand. The ads will also be replicated on Channel 4’s online service All 4, and will appear across food and fashion programming.

The contextual ads on Channel 4 are one component to Pinterest’s first ever advertising campaign launching this month in the UK. The multi-channel campaign is intended to show how Pinterest ideas are relevant daily British life, and will feature more than 100 creative iterations.

The campaign was conceived and brokered by MediaCom.

Elie Donahue, global head of marketing at Pinterest said: “The programming on Channel 4 captures the spirit and interests of the British audience and is a great match for the ideas people in the UK can find on Pinterest. We’re excited to be working with Channel 4 over the coming months for a range of programming including influencers on shows who are using Pinterest to discover their own ideas.

“As Hemsley + Hemsley have already been engaging people on Pinterest over the past two years with their compelling recipe ideas and food inspiration, aligning our first TV ads with their show is a natural fit.”

Just last month the company launched its Promoted Pins ad format in the UK, announcing John Lewis and Made.com as launch partners.

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