Channel 4 has partnered with Beiersdorf’s NIVEA BLACK & WHITE Deodorant on Fresh from the Noughties with Miquita Oliver, a branded entertainment format launching on its YouTube channel today (21 September).
Produced by Interstellar, the long-form episode follows three Gen Z participants through a 48-hour experiment in noughties living. Oliver, a former T4 presenter (pictured right), hosts alongside stylist Ayishat Akanbi as the participants explore the decade’s fashion and approach to friendship, dating and self-expression.
The YouTube release will be accompanied by social shorts and a promotion on Channel 4 streaming. A separate 30-second TV advert, produced by All Things, will run across Channel 4’s linear and streaming platforms. OMD UK brokered and managed the partnership.
Hanz MacDonald, digital commissioning executive at Channel 4, said: “Fresh From the Noughties with Miquita Oliver is a light-hearted look at whether the style, culture and mindset of the 2000s still have something to offer young people today. As one of the defining faces of the era and a much-loved part of Channel 4’s history through T4, we’re delighted to have Miquita Oliver on board, bringing authenticity, humour and real insight.”
Channel 4 said the campaign is the first partnership to use its new Enhance offering. Sam Hicks, head of advertiser strategy, said: “As the first partnership to use our new Enhance offering, it also shows how we can build on the impact of branded entertainment, creating new opportunities for viewers to engage with content and brands across streaming.”
Andrew Rawle, NIVEA marketing director Northern Europe at Beiersdorf, said the partnership brings together “fashion, confidence and entertainment” in a format intended to connect with audiences.
