Spirit Studios
Spirit Studios is one of the first partners to utilise Channel 4’s new Generative AI Solution for TV advertising, in a move designed to open up the power of TV to new and emerging brands.
The campaign - promoting Spirit Studios’ social-first health and wellbeing brand The Good, The Bad and The Healthy - will air on Channel 4 from 4 July, as part of the broadcaster’s test phase of its Gen AI Solution. Countryside Homes, part of the Vistry Group, will follow with a campaign in August, with further brands expected later in the year.
Matt Campion, Creative Director at Spirit Studios, said: “Collaborating on the advert for 'The Good, The Bad and The Healthy' with the brilliant creative team at Channel 4 has been an incredibly exciting experience. The world of content is changing rapidly, and to be at the forefront of this kind of production - blending AI-generated visuals with our own creative direction to tell bold, engaging stories - might feel new now, but will soon become the norm. At Spirit, we’re always looking to innovate and move with where the market is heading, and this project is a perfect example of the kind of creatively ambitious challenge we thrive on.”
Channel 4’s Generative AI Solution, fully launching later this year, is part of the broadcaster’s Fast Forward strategy to accelerate digital opportunities for advertisers. It aims to break down traditional barriers to TV advertising such as high production costs, creative complexity, and the need for in-house creative expertise - making TV campaigns more accessible to ‘new-to-TV’ brands, from SMEs to larger businesses.
Channel 4 is currently evaluating a two-track approach to the service: Streamr.ai, a rapid prototyping tool that creates AI-driven TV-ready ads from brands’ existing web and social assets, and Telana, a hybrid model that combines the latest AI technology with creative oversight from Channel 4’s in-house teams.
Rak Patel, Chief Commercial Officer at Channel 4, noted: “Our Gen AI solution will further power Channel 4 Sales’ ambition to offer the best sales and service experience in the market. Unlike most AI-generated ads in 2025, this ad has put the needs of the brand at the forefront, with a clear, cohesive creative vision from start to finish. Every detail, from the eerie lighting to the haunting sound design, has been crafted by our creative teams to serve the story, not just the spectacle. AI hasn’t replaced the creative process, it’s supercharged it. The latest in AI technology, allied to the 'secret sauce' of C4's creative teams is an unbeatable combination for small and medium businesses looking to advertise on Channel 4."