Channel 4 develops TV spots for creative careers advice site

Channel 4 has produced a series of ads designed to drive viewers to its website, Ideasfactory, which advises people on how to break into the creative industry.

The spots, created by its in-house advertising division, 4Creative, will air in promotional airtime from 19 April and target 16- to 24-year-olds.

They show the benefits that can be derived from using the Ideasfactory website to get into advertising, TV production and journalism. The campaign will run for an initial two-week period on Channel 4.

The ads were directed and art directed by Seonaid Mc-Kay, and written by Matthew De Abaitua at 4Creative.

Ideasfactory launched earlier this year and is one of Channel 4's biggest investments online. It was the brainchild of Heather Rabbatts, the managing director of 4Learning and a former chief executive of Lambeth council.

The 4Creative production manager, Debbie Impett, said: "Ideasfactory really gives people realistic tools to try to get a foot through the door in the creative industries."