In a new campaign Channel 4 are using real-life viewer complaints to highlight the diversity of their stars.
The new advert features a variety of Channel 4 stars including Jamie Oliver and Grayson Perry. Sandi Toksvig appears as Tom Cruise in Top Gun after being compared to the Hollywood star, and Hollyoaks actor Kieron Richardson stars kissing his husband and then turns to the camera saying “I’m not homophobic but do we have to have gay-kissing at dinner time?”
The advertising campaign called ‘Complaints Welcome’ was created by its in-house agency 4Creative. Ian Katz from Channel 4 commented: “This campaign celebrates one of the things at the heart of Channel 4’s identity: challenging the way our viewers think about the world. When there isn’t someone complaining about one of our shows we should be worried.”