Your butt takes center stage in Channel 4's 'Stay at home' PSA
A typically cheeky effort from the U.K. broadcaster
Apr 14, 2020
Trust Channel 4 to come up with a provocative way to tell its viewers to stay home during the coronavirus pandemic.
Rather than show us uplifting images of carers or heartwarming social clips, the British broadcaster lives up to its legacy of disruptive branding with a new PSA that puts buttocks center stage. It starts off with an image of a spinning globe that morphs into a bare butt, as comedian Matt Berry narrates the spot with a rousing call to arms: “Britain! When was the last time you did something that really mattered, with your arse? We need your buttocks. No ifs. Just butts. Because we’ll beat this faster, clenched together, on the sofa.”
The 20-second ad by 4Creative debuted on Friday night during "Gogglebox." It's aimed at young male viewers, who are one of the most likely U.K. demographics to disobey the lockdown and have also been targeted by government messages.
It's accompanied by a series of 10-second clips starring well-known faces from some of the broadcaster's shows carrying out mundane tasks at home during lockdown. They include news broadcaster Jon Snow ironing his ties, comedian Katherine Ryan apparently painting a self-portrait, news presenter Krishnan Guru-Murthy sharpening pencils and comic actor Big Narstie mowing the lawn.