Derren Brown, Jon Snow and Anne-Marie Duff star in Channel 4 Underdog ad

Channel 4's Underdog has returned to explain the broadcaster's public service remit and what makes the channel different from other terrestrial services.

Channel 4: it has launched a new strand of its campaign around privitisation
Channel 4: it has launched a new strand of its campaign around privitisation

The ad by 4Creative shows Underdog, a dog with a man’s body, with his own chat show featuring celebrity guests who talk about their experiences of Channel 4.

The ad launches tonight between Crufts and Gogglebox around 9pm. It features well-known Channel 4 stars such as Ashley Walters, Derren Brown, Jon Snow, Michaela Coel, Alan Carr, Anne-Marie Duff and Rob Delany.

It was created by Jolyon White and Richard Biggs, and directed by Neil Gorringe.

Channel 4 kicked off a campaign with Underdog in July last year amid uncertainty around privitisation.

Dan Brooke, the chief marketing and communications officer at Channel 4, said: "As well as explaining why it is unique, Channel 4 has always backed rising stars and, since everyone loves an underdog, this one’s elevation to chatshow host was inevitable."

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