Buttocks

Channel 4 launches new #StayAtHome campaign starring host of famous faces

Category: News Release

National call to action declares “Britain! We need your buttocks!”

Channel 4 today reveals its brand new #StayAtHome campaign set to launch across Easter weekend and created to amplify the important public health message to Stay Home, Save Lives.

A series of 10 second, fly-on-the-wall style films, self-shot by a host of well-known Channel 4 faces reveal the celebrities carrying out mundane tasks at home during lockdown.

These include Jon Snow ironing his ties, Big Narstie mowing the lawn, Scarlett Moffatt pairing her socks, Katherine Ryan ‘painting’ a self-portrait, Joe Lycett cleaning the kitchen cupboard, Krishnan Guru-Murthy sharpening pencils and more.

The short films are aimed particularly at hard to reach young male viewers and will launch on Friday night in ad breaks during the broadcaster’s smash-hit Gogglebox, which attracted its biggest ever live audience last week averaging 4.3 million viewers.

In addition, a new cheeky Channel 4 brand film encouraging viewers to stay at home features the voice of comedian Matt Berry crying “Britain! When was the last time you did something that really mattered, with your arse? We need your buttocks. No ifs. Just butts. Because we’ll beat this faster, clenched together, on the sofa.”

The campaign will run across Channel 4’s portfolio of TV and social channels carrying the hashtag #StayAtHome.

It forms part of the broadcaster’s wider #StayAtHome activity which includes a ‘StayAtHome’ on-screen graphic across Channel 4, E4, More4 and 4Seven that has been seen by almost two thirds of the population and a special #ClapForOurCarers ad break takeover that saw 39 advertisers join together to thank the NHS and join in with the national moment.

4Creative, Channel 4’s award-winning, in-house creative agency is behind the new campaign.

Zaid Al-Qassab, Chief Marketing Officer, Channel 4 said: “TV has a hugely important role to play at this time of national crisis and we hope this campaign, starring some of our most-loved talent and with its typically irreverent Channel 4 approach will reinforce this vital public health message to stay at home and help save lives, particularly among our key young male viewers.”

Lynsey Atkin, Executive Creative Director, 4Creative said: “There has never been a more important time to unite people by reminding everyone that we all have an arse. And what we do with it counts. So sit yours on the sofa and do not move. Your country thanks you.”

A selection of the campaign’s films are available to view and embed via the links below:

Ends.

Notes to editors

Creative credits

Campaign Title                            #StayAtHome / We Need Your Butt (On-Air & Social)

  1. WE NEED YOUR BUTT (20”)

CREATIVE

Head of 4creative                      Lynsey Atkin

Creative Director                       Eoin McLaughlin

Creatives                                  Andy Shrubsole & Scott Taylor

Director                                    James Brown

Designer                                   Aimi Awang

ACCOUNT MANAGEMENT

Group Business Director             Matt Berry

PRODUCTION

Head of Production                   Miketta Lane

Executive Producer                   Shananne Lane

Producer                                  Fiona Wright / Maddie Smith

Editor                                      James Brown

Online                                      John Cryer at Platform

VFX                                          John Cryer at Platform

Audio                                       Ian Chattam at Platform

MARKETING

Chief Marketing Officer                Zaid Al-Qassab

Marketing Manager                     Laura Woodcock

 

  1. C4 TALENT #STAYATHOME (VARIOUS 10”s)

CREATIVE

Head of 4creative                      Lynsey Atkin

Creative Director                       Eoin McLaughlin

Creative                                   Aimi Awang

Director                                    Kelly Lacroix

Designer                                   Aimi Awang

ACCOUNT MANAGEMENT

Group Business Director              Matt Berry

PRODUCTION

Head of Production                     Miketta Lane

Executive Producer                     Shananne Lane

Producer                                    Louise Oliver/Lucy Ferguson

Editor                                        Kelly Lacroix

Online                                        Dean Wyles – Envy Post

Audio                                         Rich Martin – Envy Post

Post Production Producer             Peter Winslett

MARKETING

Chief Marketing Officer                Zaid Al-Qassab

Marketing Manager                     Laura Woodcock