Channel 4 and retailer Boots are launching a new branded entertainment series, Summer Unboxed with Maisie and Joel, with the five-part format premiering on Channel 4’s YouTube channel from June 19.
Produced by Electric Robin, part of Banijay UK, the 5 x 15-minute series stars comedians Joel Dommett and Maisie Adam (pictured) as they take on a series of challenges inspired by the unpredictability of a British summer.
Across the series, the pair travel to destinations including festivals, seaside locations and countryside wellness retreats. Each episode is driven by mystery boxes containing postcard challenges, summer-themed items and a selection of Boots products, which help the duo navigate a range of competitive tasks.
Hanz MacDonald, digital commissioning executive at Channel 4, said: “Joel and Maisie are the perfect pair for this fun, escapist series with Boots. This brilliant collaboration reflects the breadth of work we’re creating with some of Britain’s most distinctive brands.”
Sam Hicks, head of advertiser strategy at Channel 4, added: “Summer Unboxed with Maisie and Joel is a charming series that beautifully captures the unpredictability of a British summer. The series celebrates the moments that make British summers so special, brought to life by a brilliant cast and packed with experiences audiences will instantly recognise.”
For Boots, the series supports its “beauty of British summer” campaign. Charlotte Lock, customer and marketing director at Boots, said: “It’s an exciting moment for the brand and a great opportunity to connect with audiences through distinctive, entertaining content. With Joel and Maisie at the heart of the adventure, it’s a great opportunity to show how Boots can help people make the most of summer.”
The project launches first on YouTube, with the full boxset becoming available on Channel 4 later this summer. Highlights will also be distributed across Channel 4’s TikTok, Instagram and Facebook channels, supported by a TV campaign.
