As the UK settled into its first lockdown in response to the Covid-19 pandemic in spring 2020, brands and broadcasters alike joined the government in sharing its Stay at Home message. 

Channel 4 went about this in typically irreverent style, creating this ‘Important safety announcement for your arse’. The 20-second commercial, which played during ad breaks on the channel and featured an array of butt shots, asked: “When was the last time you did something that really mattered with your arse?” 

Viewers were then told that the best way they could help with the pandemic was to place their buttocks “clenched together” on the sofa and stay at home.

Agency: 4creative
ECD: Lynsey Atkin
Deputy ECD: Eoin McLaughlin
Creatives: Andy Shrubsole, Scott Taylor, Aimi Awang
Directors: James Brown, Kelly Lacroix
Producers: Fiona Wright, Rory MacLean, Maddie Smith
Head of Production: Miketta Lane
Executive Producer: Shananne Lane
Chief Marketing Officer: Zaid Al-Qassab
Group Business Director: Matt Berry
Marketing Manager: Laura Woodcock
We Need Your Butt:
Online: John Cryer at Platform
VFX: John Cryer at Platform
Audio: Ian Chattam at Platform
Idents:
Producers: Louise Oliver, Lucy Ferguson
Online: Dean Wyles, Envy Post
Audio: Rich Martin, Envy Post
Post Production Producer: Peter Winslett
#BeMoreRainbow:
VFX: Blinkink
Audio: Jack Hallett, Factory
Production company: Blinkink
Directors: Stevie Gee, Essy May
Producer: Leah Draws
Executive Producer: Bart Yates
Animators: Knifeson Yu, Olly Montagu
Clean-up Artists: Alejandra Anguita, Christina Nerland, Natalie Gray
Editor: Joseph Hart-Green
Compositor: John Malcom Moore
Colourist: Henry Howard, Jogger Studios
Character Design: Stevie Gee, Essy May