#AdFab: our favourite ad of the week Channel 4 #stayathome

As we approach almost a month in lockdown, this week, Channel 4 has joined the efforts to get the nation to continue to stay at home. With a natural slow-down in creative and ad production, TV channels are struggling to fill ad slots, despite the fact TV and Video-on-demand is a key channel to reach audiences right now with viewing going through the roof. The majority of channels have reported their highest viewing numbers on record!

So, the in-house team at Channel 4 took matters into their own hands, launching a campaign which rallies the public to put their buttocks to good use, on the sofa! Developing a short film which features an all-star cast of glutes. It exclaims, “when was the last time you did something that really mattered, with your arse?”, reminding people that they can make a massive difference by staying firmly plonked in their living room.

It uses famous faces to reinforce the message (an influencer strategy is always a good addition) - showing Big Narstie mowing the lawn and Scartett Moffatt pairing her socks. The targeting strategy aimed to connect particularly with hard to reach young males. It will run on Channel 4’s portfolio of channels and social media.

Never has then been a more important time to unite the nation, with a very simple instruction. And it goes to show, you don't need to filming on-location to create a great advert.

I know where i’ll be this weekend...#stayathome