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Volvo is taking to the airwaves to promote its first all-electric vehicle, the XC40 Recharge pure electric, by teaming up with Channel 4 in a branded content partnership.

Arranged by Mindshare UK, the cross-platform tie-up is led by Celebrity School Run, a 30-second commercial timed to coincide with an episode of Celebrity Gogglebox this Friday.

The automotive brand has devised its TV strategy in partnership with 4Studio and will be supported by a long-form social film airing on Channel 4’s YouTube, Instagram and Facebook accounts.

Supported by shortened versions running throughout the campaign period, the flurry of activity will serve to underscore how Volvo is set to become fully electric by 2030.

Celebrity School Run shows comedian Ellie Taylor learning how the next generation of electric vehicles can drive a low-carbon future following a custom introduction by the station, supported by a targeted digital ad campaign on All4.

Positioning itself as a champion of children and future generations, Volvo is focusing on the concerns of back-seat passengers as a new generation take to the roads more conscious than ever about environmental concerns, sustainability and carbon emissions.

Andrew Simmons, client director at Mindshare UK, said: “We’re really proud of the work that we’re doing for Volvo. This campaign underscores the importance of electrification and the need for innovation to build a more sustainable future. By harnessing the power of media, we are helping brands lead on sustainability and climate challenges – both of which are key focus areas for our agency and Volvo.”

Sophie Lloyd, branded entertainment and creative leader at Channel 4, added: “Celebrity School Run is a great example of Channel 4’s integrated approach to innovating with brands, helping them to tap into new, young and hard-to-reach audiences wherever they’re watching – supporting the delivery of our Future4 strategy to accelerate digital growth and stealing a march on our competitors as the number one branded content partner in the UK.”

Celebrity School Run is the latest in a series of Channel 4 branded content partnerships, notably a partnership with the Home Office to upend perceptions of the police and a sustainability-focused cookery program sponsored by Hellmann’s