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Magnifique! French ads first for C4

Channel 4 is to break new ground by screening an entire ad break in French - a debut for UK television.

Most of the commercials will be for French brands - such as L'Oreal, Renault and Boursin cheese - and will feature subtitles for viewers who are not au fait with the language.

The station have booked the Gallic adverts to mark the launch of a French zombie drama series, The Returned, which begins on June 9.

It is said to be the first time an entire ad slot on UK television has been in an overseas tongue.

A French voiceover will announce the three-and-a-half-minute break, which is made up of commercials which have originally been shown on TV in France.

Jonathan Allan, sales director at Channel 4, said: "We're really excited to bring the first entirely French ad break to Channel 4 to herald the arrival of our eagerly-awaited new zombie drama series - it should really make the ads fit within the context of the show and surprise the viewer."

The Returned (Les Revenants) is a supernatural crime thriller set in an Alpine village where the inhabitants do not realise they have been dead for years.

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