Channel 4: Tempting Fortune

Channel 4’s award-winning in-house creative agency 4creative has launched its latest campaign, in support of the upcoming new series of reality show Tempting Fortune. The new campaign, live from March, ties in with the show’s theme of resisting temptation by highlighting how the struggle to resist temptation is 'a tale as old as time'. Set in the depths of the Malaysian jungle, complete with a lush backdrop of Renaissance-style paintings which depict people struggling to resist temptation, the short film immediately sets the tone by focusing on the original symbol of temptation – a tree, only instead of apples this one has excessively overpriced modern-day treats on its branches. As the view moves to the foot of the tree, we see a group of hikers, some clamouring to reach the indulgences, others trying with all their might to resist them.