Ad of the Day: A trio of 100-year-old women rock the continuity mic for Channel 4

Channel 4 has enlisted three matriarchs born in 1918 to take up the role of continuity announcer, in celebration of 100 years since (some) British women were granted the vote.

In a set of films created by the broadcaster’s in-house agency 4Creative, Millie, Beattie and Margaret recall their memories from the early 20th century from a comfy armchair, before introducing their assigned TV show.

Extended versions of their interviews will go out across Channel 4’s social media platforms alongside the hashtag #Vote100. The first spot from Millie will introduce the fitting screening of the film Suffragette on 4 February.

Channel 4 and 4Creative are also set to release a longer film dubbed 100 Years and Counting, which will celebrate the progress women have made over the past century. The film features a voiceover recounting things women were not able to do 100 years ago, either due to law or social attitudes, while the visuals show women doing those very things. things.

The broadcaster hopes the film will demonstrate that while significant progress has been made in the realm of gender parity, there’s more work to be done.

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