On Christmas Eve, Channel 4 will debut its latest creative sales innovation, partnering with four brands to keep viewers entertained in a bespoke ad break ahead of its broadcast of Mog’s Christmas.

A special animated adaptation of Judith Kerr’s much-loved classic children’s book, published by HarperCollins Children’s Books, and produced by Lupus Films, Mog’s Christmas will air on Channel 4 at 7.45pm on Christmas Eve. In the ad break prior to the film’s broadcast, Channel 4 is creating an ad break dedicated to cats.

Joined by four real cats especially casted by Channel 4, Tiddles - who is voiced by Peep Show actor Robert Webb - will introduce the ads and explain how cats are taking over the channel for the ad break. Brands featuring in the ad break include Felix, Purina One, Gourmet and Cats Protection. Tiddles will host the ad break from a dedicated, miniature Channel 4 TV studio built for the ad break, with cats interrupting the break, knocking over the mic, and accidentally cutting to a cat test card.

The concept was developed by the Creative Hub, Channel 4 Sales’ new creative team, and produced by 4creative, Channel 4’s award-winning in-house creative agency.

The ad break is the latest in a line of creative ad solutions created by Channel 4’s Creative Hub. Last month, Tom Read Wilson, the popular ‘Client Co-ordinator’ on E4’s Celebs Go Dating, for one night only had the chance to do what many viewers do at home while watching TV – narrate and comment on the ads around its Stand Up To Cancer programming.

Victoria Appleby, head of sales, Channel 4, said: “Our cat-themed ad break underlines why Channel 4 is the most innovative partner to work with. It showcases the creative power we can offer to brands, with the combination of our creative hub solutions team and our award-winning in-house creative agency. This latest sales innovation helps extend brands into the build-up to the much-anticipated Christmas Eve broadcast of Mog’s Christmas.”