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Channel 4 is aiming to shake off E4's young image with an on- and off-air campaign promoting the more adult nature of some of its shows.
The campaign, devised by 4Creative and Naked, packages together some of its forthcoming series of The West Wing, The Sopranos and Six Feet Under as The Long Dark Summer.
The press campaign, bought by OMD, juxtaposes Californian surf-influenced typography and illustrations of words such as 'violence', 'greed', 'paranoia' and 'death'. The illustrations mix surf iconography, such as palm trees and surfers, with knives and guns.
The on-air trails feature characters similar to those found in the shows, performing grisly tasks while singing along to Cliff Richard's Summer Holiday. For example, in one ...