MEDIA: C4 launches last campaign for Friends

Channel 4 has devised a campaign to publicise what is widely expected to be the final series of its top-rating sitcom Friends.

Taking the Friends logo, C4's in-house creative department 4creative, has devised a simple strapline 'Ends' to convey the fact that the series will be the last one to be broadcast.

The concept will be used across six-sheet posters, Tube card panels, weekly magazines and in national and regional press to promote the series, which begins with a double episode on E4 on Thursday, January 9 at 9 pm.

This will be repeated on Channel 4 on Friday at 9 pm. The on-air campaign, devised by Creative Services uses the endline 'How will it all end' to convey the fact that the final episodes have yet to be written.

Channel 4 is believed to have brought forward the last series of Friends to January from July so that it can benefit from publicity from the final episode of the show when it airs in the US.

To date the channel has scheduled the series at six-monthly intervals.

The previous series averaged 3.8 million viewers, a 17% share.

The series has never struggled to attract sponsors; in July, Jacob's Creek signed an £850,000 deal to back the eighth series and Channel 4 is hoping it will also sponsor the ninth. Previous sponsors have included Nescafe and Wella.


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