New Film4 scheme to praise longer ads

Film4, the free digital channel operated by Channel 4, has launched an awards scheme with Campaign called The Film4 Director's Cut.

The scheme, open to commercials of 60 seconds or longer, is designed to inspire a new generation to create longer format ads to rival the three-minute extravaganza which launched the Fiat Strada in 1979 and more recent work from Honda.

Similar to Film4, which airs a mix of old and new cinema, the Director's Cut scheme will award vintage and contemporary longer-length ads, with the winning entries shown on Film4. The jury will be chaired by the director Paul Weiland. The WCRS executive creative director, Leon Jaume, will head a shortlisting jury.

The head of strategic sales and commercial marketing at Channel 4, Mike Parker, said: "The awards will celebrate ads which tell stories that engage the viewer with the brand."

More details can be found at www. film4directorscut.com.