Channel 4 launches major campaign for “The Inheritance” ahead of summer launch

Channel 4 is gearing up for the launch of “The Inheritance”, a high-stakes new game show set to air later this summer, supported by a premium, multi-platform marketing push from its award-winning in-house creative agency, 4creative. The campaign’s centrepiece is an opulent on-air trailer that teases the show’s central premise: when a fortune is on the line, death can be life-changing.

David Wigglesworth, Executive Creative Director at 4creative, said: “Our campaign is all about showing what people are truly capable of when the wealth of an inheritance is up for grabs. ‘The Inheritance’ is going to be huge, so we wanted to set the tone from the off, matching its mix of devious shenanigans and opulent elegance to give unsuspecting viewers a taste of what the show is all about. Liz Hurley and Robert Rinder are icons who effortlessly made our film about death come to life. We can’t wait for everyone to tune in.”

Miketta Lane, Director of 4creative, added: “We had so much fun making this. Glamorous and beautifully executed, Alfred Marroquin and our friends at Somesuch have helped us craft a film that brings together storytelling, a lavish visual style and the suspenseful spirit of ‘The Inheritance’; promising an epic new game show experience that is as stylish as it is thrilling.”

Iain Walters, Head of Marketing at Channel 4, said: “We needed a campaign as vibrant and visual as the show itself. We’ve taken the stunning work from 4creative and used media channels that will profile the glamour, share the gameplay and focus on talkability. High visibility media placements will drive awareness whilst innovation in partnerships and creator marketing generate interest and conversation. Elizabeth Hurley and Robert Rinder are the perfect duo, and our social content shows just how good their on-screen presence and chemistry is.”

The show stars Elizabeth Hurley as “The Deceased,” a glamorous benefactor whose vast fortune lies within a stately countryside estate, and Rob Rinder as “The Executor,” who oversees the battle among 13 contestants vying to secure the largest share of the prize.

In the 4creative trailer, Hurley and Rinder reprise their on-screen roles. The narrative opens on a black-clad group of mourners around Hurley’s silk-lined open casket. One mourner approaches, lifts her veil to admire Hurley’s beauty, and instead of paying a final tender gesture, swiftly removes the diamond necklace from around her neck. This sparks a chaotic scramble as other mourners ransack the manor—snatching jewellery, looting vases, and removing oil paintings—while Rinder looks on in disbelief.

Breaking the fourth wall, Hurley addresses the audience directly: “If you hadn’t noticed darlings, I’m dead, which means my entire estate is up for grabs,” before adding the crucial caveat, “but only one of them will take home the biggest share.” The moment underlines the competitive, cutthroat spirit of “The Inheritance” ahead of the trailer’s finale, which sees a looter stuffing valuables into a hearse adorned with a wreath reading “KERCHING.”

Beyond the flagship trailer, the campaign includes key art by director Alfred Marroquín, fly posters by Will Robson-Scott, and a rollout from August 25th across linear, social, radio, and print. High-impact media placements, influencer partnerships, and targeted creator content are designed to amplify visibility, spark conversation, and showcase the series’ blend of glamour, strategy, and intrigue.