Channel 4’s short-short shows specially made for mobiles and tablets (Australia, note – hot idea) gets a 4Creative ad with Like and Share in its DNA.

It’s the week for cheeky ad ideas. Here’s another. Channel 4’s creative agency also makes use of scantily dressed butts to win shares, likes and a helluva lot of the world’s attention.

The D&AD Black Pencil 2013 winner makes great ads. This is yet another eg.

The video promotes Channel 4’s short shorts with a montage of short shorts – that is a video tableau of cut-off bums in jeans and various skimpy shorts – many of which would do better to be hidden. The film is set to the upbeat, 1957 song, Short Shorts, by The Royal Teens.

Channel 4 launched the 4oD content hub last November after it noticed a growing demand for bite-sized mobile-optimised content, like that on YouTube.

Shorts is original content, each featuring talent like Jamie Oliver and Food Tube celebrities, motorbike racer Guy Martin, Made in Chelsea’s Binky Felstead and Mark-Francis Vandelli. Its genres include film, games, comedy, satire, popular science and futurology, lifestyle, food shows and current affairs.

The content hub is  Channel 4’s first major forray into branded digital ad-funded deals, after it signed British Gas, Rimmel and Alfa Romeo as partners.

The campaign launched August 2 across all its channels, preceded by a live-action stunt, by PR agency Taylor Herring,  in which businessmen strolled to work through the London CBD in ultra-high cut shorts London.

Creative credits: 

Agency: 4Creative

Executive creative directors: John Allison & Chris Bovill

Creative director: Landy Slattery

Director & creative: Molly Manners

Producer: Tabby Harris

Director of photography: Marc Gomez del Moral

Editing: Stitch

VFX: Envy

Grade: MPC

Audio: Arge

Music company: Eclectic

Composers/arrangers: Smith & Elms