Channel 4 launches new #StayAtHome campaign starring host of famous faces
Category: News Release
9 April 2020
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:
- “We need your buttocks” #StayAtHome film: #StayAtHome with Channel 4
- Big Narstie: https://youtu.be/ED1rDsFXN3M
- Jamie Demetriou: https://youtu.be/tblq4sCx-f0
- Joe Lycett: https://youtu.be/-_A44UhmYng
- Jon Snow: https://youtu.be/_gDC4ofCbhg
- Katherine Ryan: https://youtu.be/EvDvJU18Yss
- Krishnan Guru-Murthy: https://youtu.be/-6CbRi9rnjY
- Scarlett Moffat: https://youtu.be/LOKEDx0IcDM
Ends.
Notes to editors
Creative credits
Campaign Title #StayAtHome / We Need Your Butt (On-Air & Social)
- 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
- 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
Contacts
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