An image of a billboard with Greg Davies sat in a throne as a king in a line of images of stereotypical kings.

Channel 4’s content has a global makeover in cheeky streaming campaign

Category: News Release

A new tongue-in-cheek marketing campaign by Channel 4’s award winning in-house creative agency 4creative launches today (16th June) to promote the huge selection of content commissioned especially for British audiences on Channel 4’s streaming platform.

The campaign highlights Channel 4’s wide selection of unique entertainment by humorously reimagining iconic Channel 4 shows as if they were made for a global streaming audience.

The campaign kicks off with 90” and 60” second all-star film launching today, with additional 40” and 20” second versions running from 24th June. The film features a huge cast of Channel 4 talent including: Paul Hollywood, Keith Brymer Jones, Rich Miller, Siobhán McSweeney, Ade Adepitan, Ellie Simmonds, Greg Davies, Alex Horne, Munya Chawawa, Krishnan Guru-Murthy, Sophie Sandiford and Pete Sandiford.

Set in an imaginary boardroom, the film starts with two cross-Atlantic visitors presenting a new vision for Channel 4’s streaming platform, which they believe needs a little ‘zhuzh’. The viewer is then pulled into the visitors’ presentation screen as a montage of Channel 4 shows play out as extravagant productions made for a generic global audience – with surprising and comedic results.

The montage includes a rendition of Derry Girls where they are reimagined as popular teens in a cliched high school comedy; a Great British Bake-Off spin-off show where Paul Hollywood reviews his old handshakes; and ‘Höllioåxs’ where Hollyoaks is re-envisioned as an amusingly serious Scandinavian thriller.

The film concludes back in the boardroom, where the two slick presenters ask for feedback on their ‘vision’. It is then revealed that sitting across the room are two of the UK’s finest TV reviewers: Gogglebox’s Pete and Sophie who declare that what they’ve seen is ‘rubbish mate’. The film ends with the voice of Alex Brooker: ‘Sick of everything feeling the same? Stream altogether different shows on Channel 4.’

Lynsey Atkin, Executive Creative Director, 4creative, said: “One of the many brilliant things about Channel 4 is that its shows are distinctly British. What a gloriously fun thing it has been for the team to turn all of this wonderful nuance into brash, bold, “generic nonsense.” Long live sweary nuns, independent journalism and Tony from Hollyoaks exactly as he is.”

Iain Walters, Head of Marketing for Streaming, Channel 4, added: We know that people want original and different content, and that’s why they love Channel 4. This campaign is a mischievous take on things, to show just how ‘rubbish’ it would be if our shows were a bit globalised and the same-same, and how Altogether Different Channel 4s streaming service really is!

The campaign continues from 19th June with large format banners across key city sites, including Manchester Piccadilly Approach and Glasgow City Central, running until 2nd July, plus national digital billboard posters running until 9th July. The six OOH creatives feature photo-real illustrations of Channel 4 stars next to figures who would stereotypically play their character roles or appear in similar shows, reminding viewers how Channel 4’s streaming content challenges norms like no other.

The campaign has been created to highlight the world-class content available on Channel 4’s streaming platform, which is host to the very best altogether different comedy, drama, documentaries, reality, lifestyle and film titles as well as international content. With 80% of the UK’s 16-34-year-olds registered, Channel 4’s streaming service is also the go-to destination for young people.

The campaign follows Channel 4’s brand transformation, which saw the broadcaster elevate its streaming-first commitment for the digital age by bringing all its digital, social, and linear channels together under one single brand as All 4 became ‘Channel 4’.


For further information:

Hope Hamilton/ Corporate Press Officer



Notes to editors:

Link to films:

Pw: c4YT230614

Film stills:

OOH stills:



Brand - Channel 4

CMO: Zaid Al-Qassab

Marketing Director: Amber Kirby

Head of Marketing: Iain Walters 

Marketing Lead: Sean Boles

Marketing Exec: Maya Padhya

Senior Planner: James Hamilton

Brand Planner: Thomas Schofield


Creative Agency - 4creative

Executive Creative Director: Lynsey Atkin

Deputy Executive Creative Director: Lambros Charalambous

Creatives: Stuart Gittings & Reuben Dangoor

Head of Design: Rob Boon

Designer: Sarah Jones
Managing Director: Katie Jackson

Head of Production: Esther Pilgerstorfer / Miketta Lane

Executive Producer: Fiona Wright

Senior Producers: Aaron Aziz & Rory Maclean 

Social Producer: Faye Adams

Project Manager: Sophie McNeill

Junior Production Manager: Hannah Jones

Production Assistant: Awais Irfan


Production Partners

Production Company - Reset

Director: Ninian Doff

DOP: Patrick Meller

Executive Producer: Verity White

Executive Producer: Chris Barrett

Producer: Lucy Gossage

Production Designer: Dan Betteridge

Casting: Lesley Beastall

Editor: Leo King @ Stitch Editing

Sound: Joe Wilkinson @ String and Tins

VFX: 1920vfx

Post-production packaging & delivery: Platform Post 

Illustrator: Sam Gilby @ Central Illustration


Media Agency - OMD


About Channel 4

Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.

The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.

Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.

In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.

Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.

Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.