Channel 4 broadcast the first exclusively French ad break during the launch episode of French zombie drama 'The Returned’, with specially selected ads from L'Oreal, Renault, Bel Boursin and Emirates (with handy subtitles).
The premium break was collaboratively devised and managed by Channel 4 Sales, working with media agencies ZenithOptimedia, acting for L'Oreal; Manning Gottlieb OMD for Renault; OMD for Bel Boursin, and Starcom for Emirates.
The one-off break lasted three and half minutes and, bien sûr, was introduced by a French voiceover.
The creative agencies behind the ads in the themed break are McCann London for L'Oreal, Publicis for Renault, Rainey Kelly Campbell Roalfe/Y&R for Bel Boursin.
All in all, a fine piece of advertising to herald the arrival of an eagerly awaited new drama. Definitely something to surprise the viewer and cut-through.
The Returned (Les Revenants) – a hit show from France’s Canal+ network - is set in a small Alpine village and follows a group of men, women and children who don’t yet know they have been dead for several years: which, you’ll probably agree, would come as a nasty surprise.