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Dame Judi Dench, Bill Nighy & More Prove It's #NeverTooLate for Channel 4, 2 years, 8 months ago

Sassy Films shoots the stars of the upcoming film The Second Best Exotic Marigold Hotel

Dame Judi Dench, Bill Nighy & More Prove It's #NeverTooLate for Channel 4

Fox Searchlight and Channel 4 Sales today announce a bespoke partnership ahead of the highly anticipated film release The Second Best Exotic Marigold Hotel which sees the film’s stars complete the sentence ‘It’s never too late to…’ a core message of the film.

Replicating Channel 4’s award winning ‘Faces of 4’ campaign, the 50 second Marigold inspired spot stars Bill Nighy, Dame Judi Dench, Dev Patel and Penelope Wilton, Celia Imrie, Tena Desea and Lillete Dubey in the first ad break of Channel 4’s hit new drama Indian Summers on Sunday 22nd February at 21.10pm.

An Indian-inspired Channel 4 logo will feature in the break as will the dedicated hashtag #NeverTooLate – encouraging viewers to share their reactions and own experiences on social media.

The partnership was brokered by Melanie Ball, Partnerships Account Manager, Channel 4 and Robbie Ashcroft, Creative Solutions Manager at Vizeum.

Angus Mitchell, Agency Principal, Channel 4 said: "Indian Summers provides the perfect contextual environment to showcase this bespoke spot promoting The Second Best Exotic Marigold Hotel. It's fantastic to be collaborating with Fox and Vizeum again and I think that this and the other innovative promotions we have created with them are testament to our close working relationship.”

Guy Martin, Co-Owner & Commercial Director, Sassy Films said: "We are delighted to be working on such a high profile campaign to support the release of The Second Best Exotic Marigold Hotel. Working with such amazing on-screen talent was an absolute joy"

Robbie Ashcroft, Senior Creative Solutions Manager, Vizeum said: “Once again, we’re delighted to delivered a simple yet truly effective execution that brings together some of the biggest names in acting in a creative and iconic format. We’re sure it will help make The Second Best Exotic Marigold Hotel one of the must-see films of the year.”


Advertiser: Channel 4

Creative Agency

Creative Agency: Sassy Films

Music and Sound

Sound Mix: Paul Pink


Editor: Sarah Morgan

Production Company

Director: Richard Adamson

DOP: Tim Sutton

Executive Producer: Guy Martin

Producer: Richard Adamson

Production Company: Sassy Films

Category: Movies/theatre , Sports and leisure

Genre: People