The Drum Awards Festival - Extended Deadline

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Agency: 4Creative
Client: Channel 4
Date: Aug 2019
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Channel 4 has launched a talent campaign that celebrates the range and diversity of its stars through complaints made against them.

In its typical quirky and off-the-wall style, 'Complaints Welcome' brings to life the weird and wonderful complaints Channel 4 has received about its presenters, to highlight the fact that the broadcaster lives to spark discussion.

Featuring an all-star cast of Channel 4 darlings, the ad opens with Hollyoaks actor Kieron Richardson and his husband kissing in front of dinner table laden with food. He turns to the camera and says “I’m not homophobic but do we have to have gay-kissing at dinner time?" He then promptly tears a wedge of chicken off a bone with his teeth.

The Great British Bake Off's judge Prue Leith is seen talking with her mouth full (another complaint) while Grand Design's Kevin McCloud regally dressed within a flamboyant setting, has his tea and biccy's delivered on a tray by a builder to the complaint "he's too posh."

Out of the darkness shines rapper Big Narstie's face that's "too black," presenter Sandi Toksvig then appears wearing a Top Gun leather jacket. As she sits on the back of a motorbike, with explosions going off in the background, she says in a deep, macho voice “she looks like Tom Cruise.”

The ceramic artist Grayson Perry appears in his studio as his female alter-ego, Claire. His complaint: "It wouldn’t be so bad if he tried to make himself look like a normal woman!”

Created by its in-house agency 4Creative, the spot also stars Catastrophe writer Sharon Hogan who "confirms my suspicion that women aren't funny," Countdown's Rachel Riley who's "outfit is totally inappropriate," Jon Snow dressed as Game of Thrones' Jon Snow because he "knows nothing," the Derry Girls who "need subtitles" and Jamie Oliver's "sausage fingers."

The film ends on chatshow host Mo Gilligan who hasn't actually received a complaint. He winks to the camera, and a sparkle glints off his teeth. Viewers wishing to make a complaint are then advised to contact



Acting Head of 4creative - Chris Wood

Executive Creative Director - AliceTonge

Creative Directors - Jonas Roth, Rasmus Smith Bech

Creatives - Eoin McLaughlin, Caio Turbiani, Raminder Sumra

Director - Alex Boutell

Designer - Tim Fellowes

Account Management

Group Business Director - Matt Berry


Head of Production - Clare Brown

Executive Producer - Shananne Lane

Senior Producers- Fiona Wright, Shananne Lane, Tabby Harris

Production Manager - Laura Jenkins

Junior Production Manager - Christopher Osborne

Project Manager - Olivia Emmerson

Director of Photography - Matt Fox

Production Designer - Simon Davis

Costume Designer - Kate Ruth

Make-up Designer - Susana Mota

Editor - Adam Rudd @ Whitehouse Post

Grade - George Kyriacou @ Black Kite Studios


Music Re-record - Leland Music

Audio - Abi Leyland/Envy Post


Controller of Marketing & Media - James Walker

Deputy Head of Marketing - Laura Ward Smith

Marketing Manager - Laura Woodcock


Head of On-Screen Talent - Emma Hardy