Guardian partners with Channel 4 for new brand campaign

Channel 4 Sales are the exclusive on-air advertising partner for the Guardian's new brand campaign, which launched tonight with a special two minute premiere break, during 10 O'Clock Live.

The special extended execution of the Guardian TV ad, created by BBH, premiered at 22.10 during 10 O'Clock Live on Channel 4, framed with bespoke bumpers introducing the ad.

The two minute version of the advert was also screened in roadblocks at the same time across all of Channel 4 digital stations and UKTV.

After the extended premiere break, the 60 sec on-air TV ads will air between the 1st and 21st March, exclusively across the portfolio of channels sold by Channel 4 Sales. There will also be heavyweight pre-roll support across 4oD.

Channel 4 Sales Agency Principal, Chris Braithwaite said:

"Channel 4 prides itself on offering advertisers attractive audiences and innovative solutions. We wanted to help the Guardian launch their exciting new creative with a perfect environment and a fanfare - the premiere break was pre-promoted with 10" ‘teaser' ads, produced by BBH, which ran from the 25th to 29th February trailing the premiere break. Our premiere breaks have been successful in the past with advertisers such as Adidas and British Airways and framed with bespoke bumpers, they alert the viewer to something special."