Channel Four Milks the Underbutt To Promote

Latest Trail is a Nostalgic Journey Through Hot British Summers

Channel 4 really milks the underbutt in this new promo celebrating its “short shorts” through the ages. It promotes a new series of bite-sized original programs called “Shorts,” specially commissioned for its on-demand service, 4oD. Nostalgically shot in 16mm SuperVHS (with stills shot on an Olympus using 35mm film), it features everyone from schoolgirls to grandmas wearing their skimipest shorts and enjoying the British summertime. It’s set to the track “Short Shorts” by The Royal Teens. It was made by the 4Creative team headed by Chris Bovill and John Allison.

The “Shorts,” which are four or five minutes in length, are designed to be watched anywhere, on the move on mobiles and tablets via 3G, 4G or Wi-Fi. They include content such as games, comedy and satire, popular science and futurology, lifestyle and food shows, current affairs and education shows for teens, presented by celebrities such as Jamie Oliver, “Made in Chelsea”s Binky Felstead and others.

by C. Delo