Channel 4 launches bespoke ‘Overheard at Costa’ ad campaign

Costa Coffee and Channel 4 have launched an exclusive creative partnership with a series of “light-hearted” TV ads.

The first spot in the Overheard at Costa series will  air tonight during The Great British Bake Off.

The 30-second spots eavesdrop on comedian Sandi Toksvig, The Inbetweeners actor Joe Thomas and It’s a Sin actor Omari Douglas chatting over coffee.

Channel 4 says this “bespoke campaign” is the first time the nation’s favourite coffee shop has partnered with a broadcaster in this way.

4Sales negotiated the partnership with WPP media agency MediaCom UK, the media agency for Costa’s and parent company Coca-Cola.

WPP has retained the global media account for Coca-Cola, it was announced yesterday, as part of a global win for the company to handle creative, data and media services (outside of Japan and South Korea, which will be handled by Dentsu).

4Sales creative arm PL4Y worked with The Writers Room and Curate Films writer and director Simon Evans on the creative.