"Proud All Over"

24 June 2022

40s

Living Out Loud

Size doesn't matter to Channel 4 when it comes to their new campaign for Pride month. The long-time supporters are celebrating Pride's fifty years of championing LGBT lives by setting up events in more remote areas of the country - making an effort to ensure fewer people have to trek to a big city to take part in their community.

This fun film kicks things off, with comedian Tom Allen travelling a surreal version of the UK as he encourages people to take Pride nationwide. Playful VFX enhance the proposition, with a personified Shetland providing a particularly funny rebuttal to the suggestion that their celebration is smaller than others.

Pride-focused commercials often feel like an insincere cash-in - you don't have to look far online to find memes about companies hastily binning their rainbows come July 1st - but given Channel 4's history this feels like a real effort to help the masses celebrate. We expect there'll be joyful "death drops in the Dales" come this weekend as a result.

UK

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