Channel 4 ad rallies ‘big, beautiful weirdos’ to underline diversity commitment
UK public broadcaster Channel 4 has released a new brand film celebrating its diverse range of altogether different ‘weirdos’ in a spot that couldn’t position it any further from the likes of the BBC.
‘Altogether Different’ launches on-air on Friday November 19 at 9pm ahead of Gogglebox and opens with a twist on the film rating system by classifying viewers ‘W for weird,’ signed by chief executive Alex Mahon.
Davina McCall sets the tone soon after by observing “there’s nothing normal about the UK or anyone who lives here.” Channel 4 says the film showcases how seriously it is taking its unique public service remit to “champion difference and reflect the rich diversity of the whole of the UK.”
No doubt the film will influence some opinions as debate rages on whether the broadcaster should be privatized.
Zaid Al-Qassab, chief marketing officer of Channel 4, said: “‘Altogether Different’ reflects why Channel 4 was created – to authentically represent unheard voices and the cultural diversity of the UK. This film is an entertaining celebration of our collective differences as something that unites us all, and reminds viewers that Channel 4 is the number one destination for the diverse, distinctive British content that they love.”
Among the many faces are comedian Rosie Jones, Taskmaster Greg Davies, The Last Leg’s Adam Hills and Jamie Demetriou aka Stath of Stath Lets Flats, as well as The Great British Bake Off’s Prue Leith, Gogglebox’s Siddiqui Family and The Lateish Show host Mo Gilligan.
There’s a host of presenters too, including Steph McGovern, Yinka Bokinni, Stuart and Scarlette Douglas, Naked Attraction’s Anna Richardson, Supervet Noel Fitzpatrick, Big Narstie and Grand Design’s Kevin McCloud.
Also featured are Paralympian Libby Clegg, Channel 4 News’ Krishnan Guru-Murthy and Liam Dutton, Hollyoaks’ Jennifer Metcalfe and Nick Pickard, Derry Girls’ Jamie-Lee O’Donnell and Dylan Llewellyn, artist Grayson Perry and First Dates’ Fred Sirieux.
The campaign will also run across Channel 4’s linear, digital and social channels. There will be an out-of-home (OOH) campaign featuring some famous faces from the extensive list above.
Lynsey Atkin, executive creative director of in-house agency 4Creative, which created the film, said: “These days we’re often made to think that different is what divides us. At Channel 4 we think different is brilliant, that in fact it’s our shared uniqueness that brings us together. So quite simply, we wanted to tell a story of this odd little land – a place that’s never been normal – and celebrate our peculiarities on telly and beyond. Because no one does weird like we do, UK.”