Anyone in London last Thursday night who may have felt bewildered after spotting a string of slightly odd-looking men flashing their butt cheeks in shockingly short shorts - let us assure you now it wasn't due to the hot weather!
It was in fact a PR stunt from Taylor Herring, for the purposes of promoting Channel 4's new short-form video content hub Shorts, now available on 4oD.
Channel 4 kicked off its campaign to support the new strand, which will see the broadcaster offer a totally new form of branded content partnerships with advertisers, yesterday (2 August).
Shorts content features talent including Jamie Oliver, and Food Tube celebrities, Guy Martin, Made in Chelsea’s Binky Felstead and Mark-Francis Vandelli. Genres range from film, games, comedy, satire, popular science and futurology, along with lifestyle, food shows and current affairs.
The PR marketing stunt, which took place in multiple locations across London, rasied more than a few eyebrows to the unsuspecting public. See some of the funniest reactions below.