C4 launch looks to revigorate TV 60 spot with awards

by Jacquie Bowser, Brand Republic 11-Jun-07, 16:35

LONDON - Channel 4 has launched an initiative called the Film4 Director's Cut Awards as part of a strategy to re-invigorate the 60-second ad and celebrate creative advertisements.

The awards aim to recognise ads that take the time to tell powerful stories and engage the viewer with the brand, and ads that "complement rather than interrupt" programming.

Over 100 brands, including Honda, Sony, Levis, PlayStation, BA and Lynx have entered long-form ads, as 60 spots are known.

The judges include John Hegaty from Bartle Bogle Hegarty, David Patton from Sony Electronics Europe, Alison Burns from JWT, Ed Morris from Lowe, Chris Moss from The Number 2004, Andy Barnes from 4creative and Brett Foraker from Ridley Scott Associates.

There are two categories -- contemporary (2001 - 2006) and vintage (1956 - 2000). Contemporary ads must have run on UK TV, but the vintage ads do not necessarily need to have been run on TV before.

The winner of each category wins a spot in one of the centre breaks in 'Alien, The Director's Cut' on June 21 and will also include transmission of a "talking head" with the winning ad director.

The awards are part of an ongoing initiative from Film4 to try and encourage advertisers to broadcast ads on the network that are in the main only shown in cinemas, such as 'Honda - Cog', 'Chanel No 5 - Nicole Kidman' and 'Sony Bravia's Balls and Paint'.

It has motivated the media/advertising community to become involved by offering 20% off the cost of an ad that runs for 60 seconds or more on Film4. The initiative is already paying off for Film4, which said it is carrying four times the proportion of longer time lengths than Channel 4.

The Film4 Director's Cut awards night will be held June 14 and is held in conjunction with Campaign magazine.