C4 and American Express celebrate hidden gems of the UK high streets

2 December 2016

Channel 4, in partnership with American Express, today announce a new campaign to promote Shop Small, an initiative supporting small businesses up and down the UK. The ad campaign celebrates the ‘hidden gems’ of the UK’s high streets, and launches on Channel 4 on Sunday 4th December 2016.

The tailor made 60 second premiere ad stars familiar Channel 4 faces Gok Wan, George Clarke, Anna Richardson and Ade Adepitan, explaining what makes their favourite small business so special.

George loves to take his children to explore the ‘wonderland of art’ in an arts and stationary shop in West London; Anna adores a tiny lingerie shop in the Peak District that texts her when it gets new products; Ade enjoys hanging out in his local bike shop having a laugh with the staff whilst Gok gushes about the ‘gorgeous, beautiful’ florist down the road.

The film will debut in the first ad break of critically acclaimed, Channel 4 drama Humans and 30 second versions will be visible around peak time programming on Channel 4, More 4 as well as on-demand channel All 4 until 18 December, during which time American Express Cardmembers will be rewarded for shopping at small businesses around the UK through the American Express Shop Small promotion.

The activity forms part of a broader Shop Small campaign, celebrating the signature products and services that make small businesses so unique, prompting people to get out and discover the hidden gems of the high street for themselves.

Viewers will be encouraged to join the conversation on social media using #ShopSmallUK and visit amexshopsmall.co.uk to find participating small businesses near them.

Sassy Films are responsible for the Channel 4 ad creative, working closely alongside American Express and agency partners Mindshare and Ogilvy.

Danny Peace, Agency Principal, Channel 4 said: “This collaboration with American Express has resulted in an engaging spot featuring top Channel 4 talent which will resonate with viewers at a time of year that shopping is front of mind.”

Alice Noone, Vice President Partnerships & Brand, American Express said: “At American Express, we have a long history of supporting small businesses and celebrating their dedication to their customers. In 2016, Shop Small continues this great tradition by uncovering the amazing and unique hidden gems that can be found all over the UK. We look forward joining our Cardmembers in supporting these small businesses this December and are delighted to be working with Channel 4 to help spread the word.”

Ends.

Notes to Editors:

About Shop Small: https://www.amexshopsmall.co.uk/about/

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