PS4 partners with Channel 4 for exclusive launch campaign

You know those pesky Channel 4 ads? They just got a lot more interesting.

Sony has partnered with the UK broadcaster to air a series of PS4-influenced graphics in place of Channel 4’s iconic TV spots.

The ads begin from November 28th and were produced in-game through a number of the PS4’s key titles, including Killzone: Shadow Fall and Drive Club.

Along with the ads, Channel 4 will air ‘blipverts’ and teaser ads exclusive to the channel throughout the build-up to the UK launch of the PS4 on November 29th.

Channel 4 will also run its first set of competitions to mark the launch of the new console, encouraging users to ‘Crack the Code’ by visiting channel4.com/PS4 and rewinding through programming.

Partnering with Channel 4 brings scale, creativity and innovation to our launch, adding another level to the ATL brand campaign and continuing to demonstrate that PS4 is for the players,” said Murray Pannell, marketing director at PlayStation.

PS4 TV spots will appear throughout peak Channel 4 programming, in addition to the broadcaster’s new Charlie Brooker documentary, How Videogaming changed the World.

Chris Braithwaite, agency principal at Channel 4 added: This is a really innovative partnership between two natural bedfellows, focussing on the visual power of both brands and asking our viewers to engage in a completely new way with advertising. We are very excited.”