Channel 4 to air Pride in London's first ever TV adverts

22 June 2017

Channel 4 will air Pride in London’s first ever television adverts which will mark 50 years since Parliament first voted to start legalising homosexuality.

The four powerful films (see links below) will be shown during a special season of programmes on Channel 4 which marks the anniversary of the the Sexual Offences Act 1967 – the first piece of legislation which partially decriminalised homosexuality.

The 30” films tell the stories of four characters each contemplating the loss of a relationship with a loved one which has come about because they wouldn’t accept them for who they are. A special 60” version of the four adverts tells the story of all four characters and a 90” version will run across cinema during the campaign period. 

The adverts have come about thanks to an exclusive partnership between Pride for London and Channel 4. The films will air on Channel 4 and More 4 from 24 June to 9 July in the run up to pride season which reaches its climax on 8 July with pride marches taking place across the UK. The films were created by advertising agency WRCS for Pride in London.

In addition to the Pride adverts, Channel 4’s iconic blocks will be reversioned into rainbow colours to reflect the LGBT+ flag.

On 8th July, the day of the Pride in London parade, more than 50 special guests and supporters of LGBT+ community will take over all continuity announcements on all of the broadcaster’s channels, including Channel 4, All 4 and More 4. Guest continuity announcers include Ollie Locke, Stephen K Amos and Asifa Lahore.

Channel 4 Sales Director Jonathan Allan said: “Diversity is at the heart of everything we do at Channel 4 so we’re delighted to host these powerful films which deliver such an important and moving message during this special season of content.”

Iain Walters from Pride in London said: “Partnering with Channel 4 for this LGBT+ season is an incredible opportunity to showcase the diversity of our community. We have come a long way in 50 years, yet we face daily reminders that the global battle for true equality is far from over, and rights hard won can be threatened, attacked and taken away. Standing together with Channel 4, we will send a powerful and positive symbol of acceptance, support and friendship.”

Iain added: “These films are a perfect fit to go out on Channel 4, a broadcaster with a long heritage of promoting diversity and championing voices that all too often don’t get the platforms they need and deserve.”

Jonni Learoyd, Chair of 4Pride at Channel 4, said: “Channel 4 is thrilled to support this fantastic partnership which will send a positive and inclusive message of love and acceptance from across the UK. Channel 4 is proud to reflect its incredible and diverse audience, and this partnership, together with our season of LGBT+ programming, will continue to educate, inspire and engage. Love Happens Here.”        

Ross Neil, Executive Creative Director at WCRS, said: “It’s difficult to fully appreciate the amount of love and pride that has gone into this campaign until you see the list of credits of all those who gave their time and talents to make this happen. This is a campaign that started from a negative place of hatred and has blossomed into a full technicolour, full volume, inclusive expression of love. The greatness of the creative is matched only by the sheer scale of companies and individuals.”

Fred Scott, Director at Pulse Films which produced the films, said: “It was a true honour to get this opportunity to collaborate on these films, particularly at this time. They feel pertinent and important. For now we strive and hope for an increase in acceptance, equality and understanding - three values that these films frame with a very genuine sense of care and hope.

Join Channel 4 and Pride in London to celebrate love in all its forms, and be part of a movement that symbolises everything rich, colourful, vibrant and courageous in the LGBT+ community.

Ends

PR Contact at Channel 4: Tim English tenglish@channel4.co.uk

PR Contact at Pride in London: Andrew Francis andrewfrancis@prideinlondon.org

 

Notes to Editors

Links to the Pride in London films

https://www.youtube.com/watch?v=8UlSgcICcZM

https://www.youtube.com/watch?v=58J_at46Eoc

https://www.youtube.com/watch?v=G9bO2ErshUQ

https://www.youtube.com/watch?v=fDVUMMdurBc

https://www.youtube.com/watch?v=0x7U5FhQTww

 

About Pride in London

Pride in London is one of London’s largest free events. The Pride in London Festival will take place between 24 June to 9 July, and will showcase some of the most inspiring talents and celebrates diversity in the LGBT+ community, including theatre, dance, talks and conferences, LGBT+ tours, art and much more. The Pride in London parade will take place on Saturday 8 July.

The Love Happens Here campaign was created by advertising agency WCRS. Pride in London is grateful to WCRS for their generous support in creating the campaign, and to all our media partners who help us spread the message that Love Happens Here. We couldn't do it without them.

For more information about Pride in London 2017 go to http://prideinlondon.org

 

Film credits

Client: Pride In London

Agency: WCRS

Executive Creative Director: Ross Neil

Creative Directors: Orlando Warner, Joe Miller

Creatives: Tian Murphy, Charlie Gee (TV)

Agency Producer: Kaiya Taffel

Account Handling: Emma Marsland, Alexandra Gluck, Charlie Harrington

Planning: Matt Rhodes, Stuart Williams, Gemma Glover, Megan Atherton, Jack Cartwright

Media Agency: Jon Everare @ Pride in London

Production Company: Pulse Films

Director: Fred Scott

Producer: Chris Harrison

Executive Producers: James Sorton, Jamie Walker

DOP: Jamie Feliu Torres

Production Designer: Anna Rhodes

Casting: Kharmel Cochrane Casting

Costume Designer: Mr Gammon & Lisa Nicolaou

Editor: Kevin Palmer @ Ten Three, Ed Hoadley @ Ten Three 

Sound Design: Aaron Taffel @ Grand Central Sound Studios

Post-Production: Oisin O’Driscoll (Colourist @ The Mill), Tim Gaydon (Flame @Creative Outpost), Caroline McNulty (Post Producer @ Creative Outpost)

 

Cast: Dad: Steffan Rhodri

Mum: Muna Otaru

Bi Friend: Abigail Finley

Trans Friend: Stevie Basaula