The broadcaster has been forced to apologise to the French car manufacturer, which had created a 100-second execution especially for the slot. Renault's ads were the first ever transmitted on the channel and it had booked a series of spots, including executions for its Clio and Megane models, to run during the broadcast of Lost in Translation.
The 100-second ad, created by Carat and Red Bee Media, supported the Clio Renaultsport. Due to its length, it was only due to air once more.
Although the ad was transmitted successfully on Sky and cable platforms, it was seen in silence by people watching on Freeview.
A Channel 4 spokeswoman said that sound had been lost because of an unforeseen technical problem, for which the station had apologised to the car manufacturer. She added that both parties had agreed a new time to air the execution.
The ad was a take on the 'French car, British designers' ad that debuted late last year. It showed the car's features interspersed with vignettes comparing British and French people and objects.
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