Advanced Television

Channel 4 cat-dedicated ad break for Mog’s Christmas

December 15, 2023

On December 24th, Channel 4 will debut its latest creative sales innovation, partnering with four brands to keep viewers entertained in a cat-themed ad break ahead of its broadcast of Mog’s Christmas.

A special animated adaptation of Judith Kerr’s much-loved classic children’s book, Mog’s Christmas will air on Channel 4 at 7.45pm on Christmas Eve. In the ad break prior to the film’s broadcast, Channel 4 is creating an ad break dedicated to cats.

Joined by four real cats especially casted by Channel 4, Tiddles – who is voiced by Peep Show actor Robert Webb – will introduce the ads and explain how cats are taking over the channel for the ad break. Brands featuring in the ad break include Felix, Purina One, Gourmet and Cats Protection. Tiddles will host the ad break from a dedicated, miniature Channel 4 TV studio built for the ad break, with cats interrupting the break, knocking over the mic, and accidentally cutting to a cat test card.

The concept was developed by the Creative Hub, Channel 4 Sales’ new creative team, and produced by 4creative, Channel 4’s in-house creative agency.

Victoria Appleby, head of sales, Channel 4, commented: “Our cat-themed ad break underlines why Channel 4 is the most innovative partner to work with. It showcases the creative power we can offer to brands, with the combination of our creative hub solutions team and our award-winning in-house creative agency. This latest sales innovation helps extend brands into the build-up to the much-anticipated Christmas Eve broadcast of Mog’s Christmas.”

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