Avalon-produced Taskmaster and Google have agreed a six week partnership.
This first of its kind brand partnership with the Channel 4 show starts this week, with an entire ad break takeover showcasing a bespoke edit of one of the tasks during the episode.
The Taskmaster’s assistant (and show creator) Alex Horne takes his usual role and is joined by past contestant Al Murray and current series’ contestant Desiree Burch who try to crack two all new tasks – but this time with help from Google. The resulting content will live across linear and digital.
Throughout the following six weeks the series will run across Channel 4’s Facebook and Taskmaster YouTube accounts, with shorter edits posted to Channel 4’s Instagram account as well as airing as a linear TV campaign. It will also run across Google’s own accounts and the comedians will post on their social channels.
The campaign is the result of collaboration between its producers Avalon, 4Sales and its social-first branded entertainment 4Studio team, Google and their agencies OMD UK and Essence.
Nishma Robb, Director, Brand & Reputation Marketing, Google said: “the team have found an incredibly unique (and funny) way to shine a light on how products like Google Translate and Google Lens help foster understanding and connection. It’s the central theme of our current campaign.”
Channel 4 has recently partnered with Google in a Channel 4 talent fronted campaign celebrating the local high street and for branded entertainment series and four-part Black British premium ‘docu-ality’ series Highlife.
Pippa Considine
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