"New Boyfriend"

6 September 2016

30s

A fitting gag.

It's sometimes said that the Marx Brothers got away with their most risqué gags because the censors didn't understand the innuendo and we have to wonder whether something similar happened here - as we can't quite believe a gag as rude as this has made it onto our screens. We're bloody glad it has though, as it's a perfect way of reminding a general audience that you don't have to be able-bodied to have a wicked sense of humour.

This is one of three new commercials for Maltesers which won a competition launched by Channel 4 earlier in the year. The Paralympics broadcaster wanted to further its commitment to diversity by offering airtime to work which puts disability and diversity at the heart of a campaign.

Mars thoroughly deserve its £1m of C4 airtime for boldly backing scripts this edgy. And Channel 4 have been handed advertising that's a perfect fit for their ongoing campaign to combat the idea that disability should provoke pity.

Each of the scripts is good but the sauciness of this one makes it a bit special and we salute AMV creatives Tim Riley and Dave Buchanan, as well as Biscuit's Clay Weiner, for resolutely standing up to any doubters and getting it made.

UK

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