Channel 4 partners with Google to celebrate the local high street

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Channel 4 today reveals a unique partnership with Google starring Channel 4 presenters Mo Gilligan, Katie Piper and Jimmy Doherty, launching on Tuesday 27th October 2020.

The bespoke TV partnership comprises 3x30 second ads in which Mo, Katie and Jimmy show off their favourite local businesses in support of their high-street communities, at a time that hasn’t been easy for them. Each spot demonstrates How we can all help local businesses by leaving a Google review because ‘the more reviews, the more people are encouraged to go.’

Launching during Tuesday’s The Great British Bake Off the campaign’s special introduction features the broadcaster’s iconic blocks inspired by Google’s instantly recognisable brand colours. In the ad series Mo gets a trim at his long-frequented barbershop, Katie enjoys her favourite garden centre whilst Jimmy seeks culinary tips from his local fishmonger.

The partnership runs until December 2020 and was brokered by 4Sales and OMD UK, whilst Faithful Hound are responsible for the creative.

Chris Braithwaite, Agency & Client Sales Leader, Channel 4 said: “We’ve really enjoyed collaborating with Google and OMD UK to deliver this heart-warming campaign starring much-loved Channel 4 talent championing local business in these difficult times – what better place for it to debut than in our biggest show to millions of highly engaged Bake Off viewers.”

Nishma Robb, Director of Brand, Reputation & Ads Marketing, Google said: “We are delighted to partner with Channel 4, to show how we can all help local business by leaving a Google review. Massive thanks to Channel 4, Faithful Hound and our partners OMD UK for creating these beautiful spots. And to Katie, Mo and Jimmy for giving us a window into the communities and businesses that mean so much to them ”

Daniel da Costa, Head of Creativity & Innovation, OMD UK said: “This is a fantastic piece of work that really brings together the best of both brands – Google’s continued goal to be a helpful brand, and the channel’s incredible talent. The collaboration has created a campaign that should resonate with the public and hopefully encourages everyone to leave a Google review to help support their local businesses.

Ends.

Notes to editors

Creative credits:

Campaign title: Businesses We Love

Creative & Production: Faithful Hound

Director: Chris Faith

Exec Producer: Barty Dearden

DoP: Olly Wiggins

Editor: Jamie Mac

Post Production: 73 East