Channel 4 launches new campaign based on complaints

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Channel 4 has unveiled a new ad celebrating the diversity of its talent by highlighting the complaints made against them.

The spot includes stars such as Hollyoaks actor Kieron Richardson, who opens the ad by kissing his husband.

He then turns to camera and asks: "I'm not homophobic, but do we really have to have gay kissing at dinner time?"

The ad also features Kevin McCloud, Prue Leith, Big Narstie, and Sandi Toksvig.

Each of the talent play on real-life complaints received about them.

The ad was created by Channel 4's in-house agency 4Creative.

Commenting on the launch, Channel 4's director of programmes Ian Katz said: “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.”

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