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Channel 4 'Get set for digital'

Agency: In-House

Client: Channel 4

Channel 4 has returned 80’s icon and celebrity stutterer Max Headroom to British screens for the first time in nearly twenty years to raise awareness of digital switchover.

In a series of six new adverts, Headroom – as played by original actor Matt Frewer - will advise households of the need to upgrade their television sets before analogue signals are turned off, while lambasting Channel 4 executives for wilfully ignoring his prophetic vision of a digital future.

Also revealed for the first time is the turbulent account of Headroom’s last two decades, which has seen a protracted, despairing decline – from the gilded throne of TV royalty to the indignities of an assisted bath in Worthing.

Head of Channel 4 Marketing, Rufus Radcliffe, said, “As part of our ongoing commitment to digital switchover, we wanted to produce a campaign that not only drives awareness of switchover but also stays true to Channel 4's values of doing things differently.”

The adverts, ranging in length from five to 71 seconds, will broadcast on Channel 4 from December 1 for three weeks, supported by a dedicated website that will provide detailed information about digital switchover.

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