C4 to air French ads from L'Oreal and Renault in The Returned

Channel 4 is going to broadcast the first exclusively French ad break during the launch episode of French zombie drama 'The Returned', with subtitled ads from L'Oreal, Renault, Bel Boursin and Emirates.

According to Channel 4 it will be the first time a UK broadcaster has broadcast an entire break of non-English language ads.

The premium break was collaboratively devised and managed by Channel 4 Sales, working with media agencies ZenithOptimedia, acting for L'Oreal; Manning Gottlieb OMD for Renault; OMD for Bel Boursin, and Starcom for Emirates.

The one-off break will last three minutes and 30 seconds. It will be broadcast during the first ad break of 'The Returned' at approximately 9.10pm on Sunday 9 June and will be introduced by a French voiceover, which will also carry subtitles.

The creative agencies behind the ads in the themed break are McCann London for L'Oreal, Publicis for Renault, Rainey Kelly Campbell Roalfe/Y&R for Bel Boursin.

A spokeswoman for Channel 4 could not confirm the ad agency behind the Emirates ad by the time of publication.

Jonathan Allan, the sales director at Channel 4, said: "We're really excited to bring the first entirely French ad break to Channel 4 to herald the arrival of our eagerly awaited new zombie drama series – it should really make the ads fit within the context of the show and surprise the viewer, cutting through to the audience.

"This themed spot is a great example of how Channel 4 is able to deliver its advertising partners innovative marketing solutions, by creating an event to attract and engage audiences with our clients' brands."

Channel 4 acquired the UK premiere broadcast rights for the 'The Returned', from Zodiak Rights.


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