Channel 4's New Ads Are Weird, Playful and Almost Mythically Magical

Broadcaster again taps 'Superhumans' director Dougal Wilson


Channel 4 in the U.K. is best known lately for its two “Superhumans” films advertising its coverage of the Paralympic Games in 2012 and 2016. But the broadcaster has also been well known through the years for its so-called “idents”—short promotional films advertising the network itself.

On Tuesday, it made some fantastic new idents—in a reunion between in-house agency 4Creative and Blink director Dougal Wilson, whose brilliant “We’re the Superhumans” film won the Film Grand Prix at Cannes this year.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in