Habitat sponsors Friday nights in on Channel 4

17 February 2023

Channel 4 today announced Habitat as the new partner of Friday nights in on 4, in what is the furniture retailer’s first ever TV partnership.

The multi-platform deal will feature a series of specially-created 10-second idents that run throughout Channel 4’s Friday night schedule from 8pm-midnight and will appear from today for a year. The partnership also encompasses All 4 inventory on Friday nights and use of the Friday Nights in on 4 logo for off-air activity, as well as home page takeovers’ on All 4.

Habitat will also sponsor the National Comedy Awards for Stand Up to Cancer 2023, which take place tonight (Friday 17 February) live on Channel 4 and All 4 from 9pm.

The partnership was brokered by 4sales, with the campaign planned by Omnicom Media Group’s PHD UK, with DRUM UK - the group’s content agency. Creative agency New Commercial Arts created the partnership idents.

Rupinder Downie, Sponsorship and Commercial Partnerships Leader at Channel 4 said: “Our work with Habitat is a shining example of how Channel 4 can help brands reach multiple engaged audiences. Friday nights on Channel 4 are worth staying in for, and this partnership with its wonderful, warm and snug new idents makes you want to do just that.”

The stylized idents include the strap line: “Irresistible Friday nights in on 4 with Habitat” and depict people getting ready for a night out, before the comforts of their cosy furniture draw them in for a night in front of the TV.

Written by Jess Pacey and Alicia Job, and directed by Tiny Bullet at Flipt - these spots embody the all too familiar feeling that staying in is the new going out. Sometimes you just need a little push and before you know it, you’ve swapped your heels for your slippers and a ticket to the hottest seat in town for your very own sofa. The happiness of an evening well spent in your habitat.

Ian Heartfield, Founder and CCO of New Commercial Arts said: “If you get your home just right, staying in on a Friday night becomes seriously tempting. If there’s good telly on too, then just give in.”

John Walker, Managing Partner at Drum said: “We have been scouring the market for some time to find the right platform to showcase the Habitat range to the right audiences. The breadth of programming across Channel 4 on a Friday Night, allows us to do both things at scale and we are excited to see the partnership flourish”.

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