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."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published