Vauxhall Motors partners with Channel 4


Today, Vauxhall Motors showcases the next part of its Pyjama Mamas campaign, with a mini-series of comedy sketches inspired by modern-day motherhood: Mamas Uncut.


‘Pyjama Mamas’ celebrates busy mums whose attitude, confidence and swagger complements the newest member of Vauxhall’s SUV family, the Crossland X.

Jessica Hynes and Sally Phillips

The 30-second, ad-libbed comedy sketches - which convey relatable, honest and funny observations about family life - debut tonight from 9pm during the Crystal Maze. They feature BAFTA award-winning actress and writer Jessica Hynes (Spaced) and actress and comedian Sally Phillips (Smack the Pony).


The Story Lab, The Outfit and Carat UK collaborated to broker this deal with Channel 4. Tasked with taking the Pyjama Mamas launch campaign a step further, the team produced the Channel 4 content series with a witty take on the trials and tribulations of motherhood.


The Channel 4 campaign will also carry Vauxhall Motors’ brand promise of ‘optimism’, bringing it to life with the ‘Isn’t life brilliant’ strapline.


Kate Lunt, campaign lead at Carat said, “It was important for us to think bravely and put our female target audience first in the campaign, as they play a hugely influential role in car purchase decisions. Channel 4 was the perfect partner to bring the campaign’s energy to life, and by using comedic talent, we created alongside The Outfit and Channel 4 something truly entertaining for mums that they can completely relate to.”


Angus Mitchell, Agency Principle, Channel 4 said, “We are really proud of this bespoke campaign created with Channel 4 alumni Jessica and Sally, together with Vauxhall Motors. The ads present an honest and fun reflection of being a mum which makes them relatable for our viewers and build perfectly off Vauxhall Motors’ Pyjama Mamas launch campaign.”


Pyjama Mamas was created by Mother and launched across digital, TV, PR, social, CRM, press, showroom POS and OOH on 30 June 2017.


Priced from £16,555 on-the-road, search ‘Crossland X’ for more information – or follow the links below to catch the Channel 4 mini-series.