Channel 4 have just issued a press release about tonight’s Comedy Gala, and we have a clip for you after the jump…
In the clip, you’ll see the fabulous Carr brothers discuss their hijack plans, before a megastar makes an unexpected cameo appearance.
Channel 4 and Open Mike have teamed up for the most ambitious ad break take over yet, specially recording adverts which will play not just across one commercial break, but in multiple spots throughout the transmission of this year’s Channel 4 Comedy Gala (TX June 10th, 9pm).
Jimmy Carr returns to interrupt the ads in comedy fashion, in a series of sketches devised by Open Mike, in conjunction with Channel 4 and a selection of ‘up for it’ advertisers…
This year, Jimmy Carr is joined by his namesake and Channel 4 favourite Alan Carr, who will pop up alongside the original hijacker in breaks throughout the Comedy Gala.
Viewers are advised to stick close to their sofas during the commercials, to see if they can spy the Carrs hijacking the adverts across the ninety minute-long show.
The brands getting in on the action, and giving over their commercials to the Channel 4 comedians, include Ford, EA The Sims, Cravendale, Lynx, Costa Coffee, Cadbury, Fosters, Pedigree and 0800 Reverse.
And back by popular demand, Jimmy Carr and Alan Carr will be joining infamous opera singer Gio Compario for a specially recorded hijack of the www.gocompare.com space themed advert.
The original ad break innovation, which aired during one commercial break in last year’s Channel 4 Comedy Gala, received a gold award for innovation at the 2010 Media Week Awards.
Daren Benton, Deputy Head of Channel 4 Strategic Sales said: “Channel 4 are leading the way in innovating in how the ad break is used.
“The comedy breaks follow on from a number of initiatives over the last two years which have included Live ads, themed ad breaks including the perfect menu break in Come Dine With Me and the Fairtrade product break, celebrating Fairtrade Fortnight.
“The use of comedy ads in a comedy event produces standout for advertisers, higher engagement with the ads in those breaks and a really great experience for viewers.
“This is a model which works for Channel 4 as a broadcaster, for the advertisers and for the viewers at home, a real triple whammy.”
In its second year, Channel 4’s Comedy Gala, in aid of Great Ormond St Hospital, boasts a spectacular all star line up including: Dara O Briain, Jack Dee, Jack Whitehall, Jo Brand, John Bishop, Jon Richardson, Jonathan Ross, Kevin Bridges, Lee Evans, Mark Watson, Michael McIntyre, Micky Flanagan, Rhod Gilbert, Rich Hall, Sarah Millican, Sean Lock and Shappi Khorsandi.
The biggest comedy night of the year will also feature music numbers from N Dubz and specially recorded video messages from Lady Gaga, Glee’s Matthew Morrison, Russell Brand and Miranda Hart.
Channel 4’s Comedy Gala is an Open Mike Production for Channel 4 Television. The programmes and the ad break have been commissioned by Entertainment Commissioning Editor Syeda Irtizaali with Addison Cresswell & Andrew Beint as Executive Producers and Anthony Caveney and Richard Ackerman as Producers for Open Mike Productions.