Channel 4 and ITV ask you to choose between humans or apes

Channel 4 and ITV will simultaneously advertise the launch of 20th Century Fox's War For The Planet Of The Apes.

Channel 4 and ITV ask you to choose between humans or apes

ITV will broadcast the trailer that shows the human side of the story while Channel 4 will air the ape side of things at the same time tomorrow night.

Ahead of this, though, viewers will have the choice as to which side they’d prefer to view.

During the broadcast of Skyfall on ITV and Bridesmaids on Channel 4, a spot with the following sample voiceover will screen: "In every war, there are two sides. Whose side do you want to hear? Stay tuned for the human story on ITV, or witness the ape story on Channel 4 now."

The campaign was planned and executed by Mindshare and Fox and is aimed at encouraging movie lovers to go the cinema and watch the film which premieres in the UK on 11 July.

"We came up with the idea of emulating military campaigns that utilise propaganda to garner support, and much like the film, simultaneously tell two sides of the story in an interesting and never-before-done way."

Craig Stead, strategy director at Mindshare, said. "We’re delighted that Channel 4 and ITV bought into the idea because both are fantastic mass-reach platforms and will generate a real buzz ahead of the film’s launch next week."

War For The Planet Of The Apes is one of 20th Century Fox’s biggest releases this year.

Chris Green, marketing director at 20th Century Fox, added. "This broadcast event should deliver a cut through moment for audiences that really showcases the scale and wider themes of the movie."

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