There’s huge creative potential when brand advertisers and media owners choose to collaborate. It’s astonishing how scarcely it seems to happen, especially given just how memorable such collaborations have typically been.
Take the first episode of zombie thriller The Returned on Channel 4 earlier this year. The programme was aired in its original French, with English subtitles, a first for mainstream drama on television.
With a brilliant touch, the first commercial break was also in French with English subtitles, and included spots by French brands such as Renault, Boursin and L’Oreal.