Deezer launches first UK TV ad with Channel 4

Deezer, the global music streaming service, has launched its first UK TV ad which will be aired during Channel 4's Gogglebox tomorrow night.

The ad, created by pd3, plays on the Deezer name by displaying things that rhyme with it and uses a parody of a 1970s educational style video with a voiceover.

It introduces a geezer who is seen dancing by throwing his legs forwards and then using tweezers. The film also shows a sneezer and a crowd pleaser.

At the end viewers are shown what the Deezer app looks like and are encouraged to download it.

Deezer said the ad has been "designed to appeal to the British sense of humour".

Cat Botibol handled the art direction for the ad, and Jo Ring took charge of copywriting. The ad was directed by Tim Kirkby through pd3.

Christian Harris, the managing director at Deezer UK & Ireland, said: "We wanted to reflect the off-beat and bold personality of Deezer in our first ever UK advertising campaign.

"This ad series has been made with the UK market in mind and we believe it will put the Deezer brand name firmly in minds of music lovers through this unconventional and irreverent creative."

The company is the first to take advantage of Channel 4’s Commercial Growth Fund, which helps businesses not advertising on TV the opportunity to do so through the broadcaster.

Jonathan Allan, the sales director at Channel 4, said: "In just three months from striking our first commercial growth fund deal with Deezer, they are now launching their first ever TV ad campaign in one of our most popular Friday night shows on Channel 4.

"The fantastic new campaign will reach our core young viewers and help Deezer to significantly scale their business through powerful TV-driven awareness."

Deezer hired pd3 earlier this year in its first external agency appointment. The company is planning to invest millions in advertising in the UK over the next three years.

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