British broadcaster Channel 4 has brought together one of its top advertisers, the U.K. Lotto, with its hit show "Gogglebox" in an ad that promotes both.
The innovative idea, typically creative for Channel 4, is the result of a partnership between Gogglebox producers Studio Lambert, 4 Sales, Camelot's media agency Vizeum and The StoryLab, Vizeum's branded content division. It sees some of the regular characters on reality show "Gogglebox" critique one of the Lotto campaign's recent ads.
The commercial in question, by Abbott Mead Vickers BBDO, is part of an ongoing campaign urging people to buy a ticket if only to stop celebrities from winning and carrying out awful plans (the first starred Piers Morgan and the latest, which just broke, features actor/soccer player Vinnie Jones). This one stars well-known TV presenter Noel Edmonds, whose long-running TV show, "Noel's House Party," was both loved and hated by Brits back in the 90s and 2000s. In it, Edmonds sends himself up by saying that if he wins the Lotto he wants to own legal copyright over "house parties," so he can have total control over anyone's house party.
In the new spot, which breaks tonight, cast members from "Gogglebox" talk about Edmonds and what they would do if they won the lottery. The reality hit is Channel 4's biggest show, attracting an average of 4.9 million viewers per episode. The superbly-edited show simply features ordinary viewers watching TV and commenting, although they have also occasionally been shown watching commercials (including John Lewis's "Monty the Penguin" Christmas ad last year). Some of the regulars have also appeared in ads for other brands, such as a spot for mobile brand EE, in which hairdressers Steven and Chris starred with Kevin Bacon.