The broadcaster is running a series of on-air promotions, print and poster ads featuring a corpse, which appear to be advertising embalming fluid from Fischer & Son's Funeral Home, the undertakers around which the black comedy series is based.
The ads have been developed by the channel's creative department 4Creative and could almost be confused with a campaign for a high-fashion cosmetic brand such as Calvin Klein.
Katie Hayes, Channel 4 marketing manager, said: "'Six Feet Under' embodies the attitudes and values of Channel 4 -- innovative, provocative and intelligent. By marketing the Fisher's funeral business instead of directly marketing the show, we aim to create intrigue and anticipation. Although the campaign focuses on death, the parallels that we draw with the fashion and beauty industry give it an sardonic but tasteful feel."
Imitating high fashion-style ads in this way, however, is understood to have caused the broadcaster some problems when booking the ads. Some style publications are believed to have been concerned that the creative might upset other advertisers, especially those advertising cosmetic products.
Channel 4 consulted the Advertising Standards Authority's copy advice team about the creative to minimise offence caused by the ads. The broadcaster wants the campaign to reflect the channel's renewed commitment to risk-taking programming.
The ads carry a website address , which gives the impression of being a website for ordering mortuary products such as wound filler and embalming fluid. The website will, in fact, include programme details and character biographies.
Channel 4 Marketing worked with its communication agency Michaelides & Bednash to develop the strategy and media has been bought by OMD.
The ads break tomorrow, May 14, for two weeks. They run in print media such as the Sunday supplements of The Times, The Observer and The Independent, Radio Times and 96-sheet poster ads nationwide.
The new series of the show begins on May 25 at 10pm on Channel 4.
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