E4 is ringing in excitement for the hotly anticipated return of Married at First Sight UK with the launch of a new marketing campaign tonight (1 August), transporting viewers from the first date to the wedding ceremony in 40 seconds.
Married at First Sight campaign
The conceptual film (below) created for the campaign by the broadcaster’s award-winning in-house creative agency 4creative, sees the world of an unfazed singleton change in the blink of an eye as the man she’s on a first date with becomes her husband.
From meeting in a bar for a drink to seeing him get down on one knee and her parents appearing in fascinator and fancies, the film is a perfect unison of speedy set changes and west-end-ready costume transformations.
The quick-paced, fun-filled trailer kicks off a campaign with further activity to be revealed, all celebrating the excitement and escapism that Married at First Sight UK brings to viewers’ everyday lives through the theatrics of love.
Amber Kirby, Marketing Director, Channel 4, said: “Married at First Sight already has a huge following and growing fanbase, and this thrilling conceptual film shows saying ‘I do’ to someone you have never met before can whisk you off your feet!
“The on-air promotion marks the start of a fully integrated campaign which viewers will be able to interact with on social to see how the stories of the couples unfold in twists and turns.”
Lynsey Atkin, executive Creative Director, 4creative, said: “We all know the feeling of turning up to a first date and your potential partner being not quite your type (to put it kindly).
“What we cannot imagine is then marrying said person on the spot. So we dramatised this nought to sixty notion with a totally transforming scene, turning the big date into the big day in a ridiculous way you can’t look away from – much like the show itself.”
Last year Married at First Sight UK was E4’s highest rating non-scripted programme ever, consistently pulling in the largest share of young viewers watching any TV channel from 9-10 pm when it aired. It was also the third most streamed show on All 4 in 2021.
Married at First Sight Australia, also broadcast on E4, drew a significant average audience of 1.3m viewers per episode when it aired in Spring and currently stands as the biggest show on All 4 so far this year.
The new campaign was commissioned by Channel 4 Marketing and produced by 4creative, which recently picked up this year’s Cannes Lions Grand Prix and three Gold Lions for its Tokyo 2020 Paralympic campaign “Super. Human.”
Married at First Sight UK is produced by CPL Productions, a Red Arrow Studios company, for E4.