Countdown clock ticks down to Barclays Premier League return

Channel 4 has partnered with BT Sport for an exclusive ad campaign featuring the broadcaster’s flagship Countdown series to promote the return of the Barclays Premier League football season.

The week long campaign - launching Sunday 10th August 2014 - features Countdown’s iconic clock ticking down to the first game of the season which will be broadcast exclusively on BT Sport at midday on 16th August. The partnership represents the first time the Countdown brand has been used in an ad campaign.

Voiced by Jake Humphrey, BT Sport’s premiere league football host, the ads will challenge viewers to four different Countdown Conundrums (anagrams).

Ad breaks featuring the campaign will open with a 10 second spot containing a Conundrum relating to the season’s opening. The last 20 second ad in the same break will then reveal the answer.

The campaign was brokered by Adam Denton, Partnership Account Manager, Channel 4 Sales and Will Jellicoe, Account Director, Maxus and will be visible across Channel 4, E4, More4 and Film4.

Countdown is produced by ITV Studios who provided the programme’s assets to Sassy Films who are responsible for the ad campaign’s creative.

Danny Peace, Agency Principal, Channel 4 said: “We’re delighted to have partnered BT Sport with Countdown, one of Channel 4’s most iconic brands, to build anticipation in the run up to the return of the football season.”

David James, BT’s Consumer Marketing Director, said: “Our new advertising campaign with Channel 4 reflects the creative, fan-centred approach BT Sport has to covering sport. We look forward to delivering many more innovative campaigns with our partners across the new season.”