Google will take over an entire ad break during Channel 4 show "Gogglebox" in the U.K. tonight with a film that sees the cast of the show interacting with its Google Home device.
During the first ad break tonight (Oct. 27), viewers will see several of the regular families featured on the show, in which people comment on TV shows from their sofas, watching the latest episode of Channel 4's documentary series "The Secret Life of the Zoo." They ask Google Home questions inspired by the show, which involves the birth of a 70-kilo giraffe. Giraffe facts, journey times to Chester Zoo and spellings are among the answers.
Given the show's mass audience, it's a clever way to demonstrate to viewers who might not be tech-savvy exactly what the devices can do--and the film, produced by "Gogglebox" production company Studio Lambert, feels authentic and not too scripted.
The partnership was brokered by 4Sales and Google's media agency OMD. As well as the ad break takeover, additional 10- and 20-second versions of the film will air across Channel 4 until mid-December.
Google is not the first company to use "Gogglebox" as an advertising vehicle: in 2015, an ad by the U.K. National Lottery saw cast members critique one of its commercials, while "Gogglebox" reality stars have also appeared in a spot for telecom brand EE. The show is also a popular choice for brands launching big new commercials like Christmas spots, with advertisers often taking over entire ad breaks on the show.