Creative Brand Communications

Channel 4 sells robotic servants.

An innovative new marketing campaign saw a pop up shop appear on Regent Street claiming to sell robotic servants or ‘synths’.


But many who saw it over the weekend thought it was real and were so “freaked out” they had to Google it to double check.


Reinforced by a disconcerting TV ad, the campaign went berserk on Twitter.




As well as a fake website for the brand, the pop up shop saw two interactive screens installed that showcased the ‘Synth’ models which use Microsoft Kinect technology to track and interact with their audience.

EMBARGOED TO 0001 MONDAY MAY 11EDITORIAL USE ONLYA young boy engages with interactive screens at Persona Synthetics on London’s Regent Street; a store for the fictional company that manufactures a brand of highly developed robotic servants known as Synths. PRESS ASSOCIATION Photo. Picture date: Sunday May 10, 2015. The Persona Synthetics storefront is part of a campaign to launch Channel 4's upcoming television drama Humans set in a parallel present where the latest must-have gadget for any busy family is a Synth. Photo credit should read: David Parry/PA Wire

“The technology can sense up to six people at a time, tracking even the smallest details of their facial expressions.”

So far so creepy.

Today it was revealed that that launch of the Persona Synthetics store and brand were part of a marketing campaign to promote upcoming ambitious drama Humans set to air on Channel 4 this summer.

James Walker, Channel 4’s head of marketing, said: “The world of Humans is perhaps closer than we think. This campaign seeks to engage viewers in a mischievous way with the questions the series raises about artificial intelligence; How will AI affect our relationship with technology and each other? Would you buy a Synth to be a part of your family?”


Images / Video (c) Channel 4


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