Advanced Television

Channel 4 to air first ever ‘night mode’ TV ad break

March 13, 2020

Channel 4 and bedding specialist eve sleep have partnered to create a world first in TV advertising by removing the blue light from their TV adverts this Sunday (March 15th), marking the weekend of World Sleep Day, in a bid to help the nation wind down to sleep more easily.

With the average Brit getting 5 hours and 36 minutes uninterrupted sleep a night, well under the NHS guidelines, the first ever ‘night mode’ ad break will remove the brain stimulating effect of TV’s blue light by applying an amber coloured filter to adverts from eve sleep and a number of partner brands. The ‘roadblock’ ad break takeover will air simultaneously across Channel 4, E4 and More4 at 9.45pm on March 15th.

Supporting the campaign are Calpol, Cazoo, Listerine, The AA and VELUX who are joining the sleep wellness brand in removing the blue light from their adverts within the same break.

With one in 10 Brits attributing poor sleep to checking work emails before bed, the first of its kind ad break will not just remove the blue light but also include pre-bedtime tips to help people get to sleep more easily.

In the following ad break, with time edging close to the nation’s average bedtime between 10pm -11pm, a 90 second relaxation film featuring adults, a young child, a baby and a puppy enjoying good sleep will create a relaxing moment for viewers across the country.

In recognition of World Sleep Day some of Channel 4’s idents in which the broadcaster’s iconic blocks are brought to life as a giant will also be set to ‘night mode’ on Sunday evening.

Chris Braithwaite, Agency and Client Sales Leader, Channel 4 said: “We’re really proud of this collaboration with eve sleep and Goodstuff which we hope will help Channel 4 viewers achieve a great night’s sleep. It continues Channel 4’s legacy of delivering innovative, creative campaigns for advertisers that truly engage our audience.”

Cheryl Calverley, Chief Marketing Officer, eve sleep said: “There’s lots and lots of things that disrupt sleep, leaving the nation feeling groggy and not at their best each morning, and here at eve sleep we are on a mission to solve them all one by one. So as part of World Sleep day this year, we hope to help millions of Channel 4 viewers get the sleep they need to rise and shine. What better way than with a TV ad break free of sleep disrupting blue light, supported by simple and effective sleep tips, and then a relaxing moment of calm.”

Gaby Kerezova, Planning Director, Goodstuff said: “As eve sleep’s longstanding media agency, we are thrilled to be working on this collaborative partnership. This first of its kind campaign continues to spread the message that everyone has the right to better sleep and is the result of an idea born through our Goodstuff ideas session and developed with eve sleep and 4Sales.”

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