The Times buys entire Homeland ad break on Channel 4

A new partnership between Channel 4 and News UK will see a bespoke version of one of The Times‘ Unquiet Film Series, Bearing Witness, aired across an entire ad break in Homeland.

On Sunday 23 November, the second ad break of the US political thriller will feature a three minute version of the film, which documents the kidnapping and escape of two Times journalists in Syria earlier this year. It is to be the first time the collection of films has been seen on TV.

In addition to the TV campaign, 4oD users will be able to interact with the ad through a microsite and explore the offerings of a Times membership, as well as being able to view the Unquiet films.

Commenting on the move, Channel 4’s agency principal, Danny Pearce, said: “Homeland’s upmarket and highly engaged audience is the perfect fit for The Times‘ powerful and topical film Bearing Witness. This brand new partnership demonstrates the creative solutions Channel 4 can offer clients by leveraging its programme brands.”

Nick Stringer, chief creative officer of News UK, added: “Bearing Witness tells a powerful story, full of insight into the dangers journalists face in their endeavours to report the truth from hostile environments around the world. It reveals a sense of purpose that The Times has pursued since the Crimean War.

“Broadcasting this short film on Channel 4 in the Homeland slot is the perfect alignment of contextual relevance, brand fit and reach of our target audience.”