Advertisers reveal shocking trolling in this eye-opening Channel 4 ad break

Spots by Maltesers, McCain and Nationwide all feature in project

Published On
Sep 06, 2018

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The U.K.’s Channel 4 is revealing the shocking online abuse directed at people in ads in a disturbingly eye-opening break airing on Friday night.

The ad break, running during popular show “Gogglebox,” features three recent ads by Maltesers, McCain and Nationwide, but reveals shows genuine abusive comments that the ads received, appearing on-screen. The Maltesers ad, for example, features a disabled actor, and we see the cruel comments she received, while a black poet in the Nationwide ad gets racist abuse and the McCain ad shows homophobic comments directed at its portrayal of a same sex couple with a child.

The ad break also reveals statistics about online bullying and viewers will be encouraged to question why online abuse is not taken as seriously as face-to-face hate before being pointed to an online support page for more information. They will also be able to continue the debate on social media using the hashtag #TogetherAgainstHate.

The ad break was brokered by 4Sales, Wavemaker, Zenith & Mediacom and PHD while the idea was developed in partnership between 4Sales’ creative arm PL4Y and The Outfit, who also produced the work.  Wavemaker will also be running a social campaign on the night with influencers talking about their personal experiences.