Channel 4

Google elevates Search with inspirational Summer campaign

This week, Google launched its ‘It starts with Summer’ campaign. The creative, developed by Uncommon, features across TV, Digital and Social, maximising relevant moments that deliver contextual messages to help the British public get the most out of the post-lockdown summer with a little help from Google.

The Big Idea

The campaign sees a partnership with Channel 4 that promotes Google Search across June and July. The campaign launched with a unique TV spot - a special 10 second intro from Channel 4 teed up a 120” ad during Bake Off: The Professionals on Tuesday 1st June.

To further maximise the receptivity and impact of the message, Google and Channel 4 embarked on a cross platform partnership including Channel 4, All 4 and the broadcaster’s social channels, using appropriate TV moments to bring the campaign to life. Borrowing moments from a range of programming – from Hollyoaks and Devon & Cornwall to First Dates and Formula 1 coverage – the spots will feature throughout the schedule showcasing contextual Google searches based on each specific show. For example, “How to make a good first impression?” during First Dates.

OMD UK, alongside Essence Google’s digital agency, has handled the media planning and buying, and secured the partnership.



Nishma Robb, Director of Brand & Reputation Marketing at Google comments: “We’re incredibly proud of this campaign and our continued partnership with OMD to bring this to life. At Google, we want to encourage everyone to discover more this summer and love seeing the many ways Search can help start those new adventures come to life in our ‘It Starts with Summer‘ campaign, through multiple channels"

Making it Happen

Chris Braithwaite, Agency & Client Sales Leader, Channel 4 said: “Channel 4’s collaboration with Google and OMD UK marries Google Search with some of our most popular and much-loved shows and moments, resulting in a relevant and entertaining campaign that viewers will enjoy - wherever they’re watching.”

Laura Fenton, CEO OMD UK, said, “Google’s Search innovation is second-to-none, and as the UK begins to return to normality this Summer this technology will empower discovery and learning as we get back out into the world. Partnering with Channel 4 will deliver Search context during some of the UK’s most-watched programming, whilst the return of The Funday Times will bring nostalgia and curiosity to Brits young and old – I can’t wait to read it myself!”