A BLM-themed 'Britain’s Got Talent' performance gets support in broadcaster ITV's newspaper ad

Uncommon created the response in 48 hours after the dance that included recreation of George Floyd's death led to thousands of complaints

Published On
Sep 21, 2020

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U.K. broadcaster ITV ran a newspaper ad this weekend backing a BLM-themed performance by dance group Diversity on its show “Britain’s Got Talent,” after it received 24,000 complaints from members of the public. The complaints were rejected by the broadcast regulator Ofcom.

The ad, created in 48 hours by agency Uncommon, features an image of dancer Ashley Banjo taking the knee with the words: “We are changed by what we see. Just as we are changed when we are seen.” (The copy is a reference to an earlier TV ad by Uncommon for the broadcaster, highlighting cultural moments from its history.)

The dance performance included a recreation of the death of George Floyd, with a white performer kneeling on Banjo's neck, and dancers dressed as riot police. Many complained it was too overtly political for an entertainment show, but Ofcom ruled that its "central message was a call for social cohesion and unity."