The U.K.'s Channel 4 is promoting the second series of its critically acclaimed AI drama "Humans" with a campaign that includes a fake "product recall" for the "Synths," or synthetic humans, around which it centers.
The broadcaster, which introduced the first series with a fake storefront in central London, has been running ads branded with the fictional "Persona Synthetics" company logo in print media and on TV announcing a recall for all "synths," encouraging people to return their Synths following "technical difficulties." The ads encourage people to visit the Persona Synthetics product recall website to find out more.
A tie-up with Facebook Messenger features a Messenger bot posing as a malfunctioning Synth, which interacts with users online to find out how their synths have been performing. Channel 4 partnered with Facebook's Creative Shop to create the bot, which it says is the first ever AI created for purely entertainment purposes in Europe.
Other elements of the campaign include a fleet of Persona Synthetics-branded vans that have been dispatched to city centers from London to Glasgow to pick up faulty Synths as part of the product recall. Personalized emails have been sent to Channel 4's registered users requesting they return their Synth, and a bespoke Product Safety Recall page has been created for eBay.
Channel 4 also teamed up with the "New Scientist" magazine to create online content featuring an interview between Editor-in-Chief Sumit Paul-Choudhury and a Persona Synthetics spokesman about the recall.
The campaign, by 4Creative, is running ahead of the U.K. Season Two premiere of "Humans' in October. The series has been shown on AMC in the U.S.