At Home with pioneering ad campaign
The Times and Sunday Times have partnered with Channel 4 for a TV advertising campaign with a difference – an exclusive Homeland ad break takeover.
The Times has announced a brand new partnership with Channel 4 that will see a tailored version of The Unquiet Series film, ‘Bearing Witness’, aired across the entire ad break in Homeland this weekend.
During the second ad break this Sunday, November 23, the political thriller will feature a three-minute version of the film ‘Bearing Witness’ which documents the the kidnapping and escape of The Times journalists Anthony Loyd and Jack Hill from Syria earlier this year.
Nick Stringer, News UK Chief Creative Officer, said:
Bearing Witness tells a powerful story, full of insight into the dangers journalists face in their endeavours to report the truth from hostile environments around the world. It reveals a sense of purpose that The Times has pursued since the Crimean War. Broadcasting this short film on Channel 4 in the Homeland slot is the perfect alignment of contextual relevance, brand fit and reach of our target audience.
The partnership represents the first time any of The Unquiet Series have been seen on TV. The campaign aims to drive both awareness of The Unquiet Series as well as The Times and Sunday Times membership.
A ten-second teaser spot in the first break will tell viewers to stay tuned for exclusive content from The Unquiet Series in the next (centre) break. The final break following the takeover will contain a third ad encouraging viewers to take up The Times membership.