Top brands collaborate for Save the Children ad break takeover

Save the Children and MediaCom North have collaborated with Channel 4 for the charity’s first creative TV advertising partnership.

The broadcaster and media agency brought together five much-loved brands for an ad break takeover to raise awareness for Save the Children’s annual Christmas Jumper Day, held on Friday 13th December. The unique break on Friday 6th December was introduced by Myleene Klass and Dom Joly, both Save the Children ambassadors, before kicking off with Save the Children’s 60 second spot Coach. The ad features a prepubescent advocate for the annual charitable event, who delivers a persuasive speech to offices, schools and families to get all people involved in what will be the fundraising day’s eighth year.

The break then saw ads from Duracell, John Lewis & Partners and Waitrose & Partners, Marks and Spencer, Moonpig and Smyth’s Toys with Christmas jumpers specially incorporated into the creative. Excitable Edgar the dragon was just one of the protagonists in the brands’ ads to don their own Christmas knit in the hope to get viewers involved in the fundraising day.

Ewan Douglas, Head of Nations and Region Sales, Channel 4 said: “We’re really proud of this collaborative campaign with Save the Children, MediaCom North and our many brand partners. It continues Channel 4’s legacy for delivering original, creative ad breaks, whilst highlighting an important message for our viewers.”

To date, the fundraising day has raised more than £12 million since its launch in 2012 but Sarah Button-Stephens, Senior Campaign fundraiser manager from Save the Children has hopes that this year’s campaign “…will help make Christmas Jumper Day 2019 our biggest one yet and raise lots of money for vulnerable children around the world.”

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