Full Transcript

I was big one. Back in the 80s, I was bigger than big. Yeah, I know. Bigger, bigger than shows and implants. That's the drifted birthing with all the other. Suddenly, 20 years into the future, Channel 4 is making a big deal about digital TV. I told them one day, the public will enjoy multi-channel, multi-platform viewing with the range of channels to suit the most diverse tastes. But-but-but did they listen? Did they howl? Howl? I don't think realising it all started with me. E four, four, four, mill four plus one. Forget about it. Oh sharks, the Channel 4, drop me before you can say Rick, Rick, Rick Astley. Now it's time for pay-back. Digital Swiss-switchover is coming. You'll be digital like me some day, you know? I ever told you about the 80s, the 80s, the 80s. Sad for Digital.

Ad Story

A self-important character reminisces about being “big” in the 80s and complains Channel 4 dropped them. They mock the rise of E4 and Film4+1, then frame the coming digital switchover as their payback. The spot ends with a “get set for digital” message tied to Channel 4.

Channel 4 commercial featuring Channel 4 digital TV / digital switchover messaging showing Channel 4 Digital Services from 2007

Creative Analysis

Overall creative effectiveness: 5.4/10. Brand memorability: 5.6/10. Response potential: 4.3/10. Creative archetype: absurdist.