Sam Smith / In the Lonely Hour

Sam Smith

Creating the first ever live music ad break takeover to help drive the fastest-selling debut album of the year.

Live broadcast takeover

In the Lonely Hour

Polydor, Sam Smith’s record label, challenged us to use content innovation to help make a huge splash around the launch of Sam’s debut album.

So we created the first ever live music commercial break takeover. During a sell-out concert at the Roundhouse, as Sam sang ‘Stay With Me’, we broadcast the performance live to the nation during a 4-minute ad break on Channel 4, with a simulcast on Google Play.

Sam Smith / In the Lonely Hour / Live broadcast

A total of over 2m people watched the gig across all integrated channels, the press coverage generated was huge, and ‘In The Lonely Hour’ became the fastest-selling debut album of the year.

In partnership with: OMD, Channel 4 and Polydor.

Sam Smith / In the Lonely Hour
Sam Smith / In the Lonely Hour
Sam Smith / In the Lonely Hour