Channel 4 will air a special 'one-of-a-kind' advert break during Gogglebox tonight (Friday, October 7) in an exclusive collaboration with seven brands to help with the ongoing cost of living crisis.

On their press page Channel 4 said: "The bespoke ad break will feature ads from Boots, Co-Op, giffgaff, Go.Compare, Lidl, Nationwide Building Society and Vodafone, who are providing offers to help viewers save money or services to help support viewers and communities during the cost-of-living crisis."

Before the set of adverts begin during Gogglebox, Channel 4 will play a short introduction explaining to viewers about the purpose of this special ad break of organisations that are trying to provide some help during the cost of living crisis.

Following this, each participating brand’s ad will air one after the other, concluding with an outro directing viewers to a specially created Channel 4 website offering further information and support.

Martin McAllister, Creative Leader at Channel 4, said: “We are really proud of this campaign which brings together some of our advertisers who have initiatives to help during these tough times. In doing so, we hope to achieve more prominence for the support they are offering audiences." 

Mark Brayton, Marketing & Communications Director at Nationwide Building Society, said: "We understand and appreciate the challenges many of our members are facing regarding cost of living, so we’re proud to have been selected to take part in this special advertisement break.

"Our dedicated cost of living hotline continues to offer valuable support for members who really need it. It’s great to be able to show this alongside other like-minded brands, during such challenging times."

Paul Rogers, Director of Brand at Go.Compare said: “The cost-of-living crisis is having such an impact on people all over the country and we are very proud to have been selected by Channel 4 for this one-of-a-kind ad break.

"Encouraging people to compare products, shop around for a better deal and switch is at the heart of everything we do at Go.Compare and we’re very honoured to be involved.”