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Channel 4 – Complaints Welcome

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People, on the whole, do love a good moan. However, as this cheeky new promo for UK broadcaster Channel 4 goes to show, some complaints can be seen as ringing endorsements to challenging norms.

Featuring a plethora of on-screen talent reading gripes aimed at them, Complaints Welcome neatly repurposes the protestation (which ranges from the absurd: Big Narstie accused of being “Too black”; to the sublime: Sandi Toksvig does have a hint of Cruise about her) into examples of the way the broadcaster not only celebrates diversity, but also doesn't shy away from debate.

As Ian Katz, Channel 4’s Director of Programmes, puts it, “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.”

Created by the channel's in-house agency 4Creative, this clever and bold spot not only does a great job of giving several faces intrinsically associated C4 a moment in the spotlight, it also goads the curmudgeons further by actively inviting them to voice their issues to the ComplaintsWelcome@Channel4.co.uk email address displayed at the end. 

We have no objection to that approach

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