Shaun the Sheep to stage claymation Channel 4 takeover to bleat about ewe movie

Shaun the Sheep to stage claymation Channel 4 takeover to promote ewe movie

Aardman Animation and StudioCanal have entered into partnership with Channel 4 that will see a plasticine sheep mascot (Shaun) take over ad breaks with contextual animated skits.

Ahead of Shaun the Sheep Movie: Farmageddon's release, coming to UK cinemas 18 October, the animated campaign, ‘A night in with Shaun and Lu-La’ will run from Friday 11 October during peak hours.

The series of 10-second ads will reimagine the likes of Channel 4 News, GBBO Extra Slice, Gogglebox and The Circle. It follows up on a similar drive for Aardman's prehistoric comedy adventure, Early Man last year.

The idea was created in collaboration with StudioCanal and Target Media and developed through 4Sales’ creative approach PL4Y.

Discussing the work, Angus Mitchell, agency and client leader, Channel 4 said: “We are thrilled to be working with Aardman again on this latest project which delivers a fun, entertaining and creative campaign ahead of the film’s cinematic release. The ads we are producing together show what true collaboration can deliver, which we know our audiences will love”.

Adding to this, Stuart Henderson, head of UK marketing at StudioCanal, said: "As with the film itself, our partners at Aardman have delivered creative which is charming and funny as well as being contextually relevant to some of Channel 4’s most iconic programming. We can’t wait for Channel 4’s viewers to share a night in with Shaun and Lu-La in their living rooms, before then going out to see Farmageddon in cinemas."

Channel 4's enjoyed tailored animated movies to its ad breaks over the last few years, its Lego Batman spots stand out particularly.

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