New commission from Channel 4

Tom Allen is to present an archive show looking at the history of TV adverts for  Channel 4.

The broadcaster has ordered four hour-long episodes of the programme, provisionally called Tom Allen: Ad Man, which the comedian will film from the home he shares with his parents.

As well as offering a comic commentary on how commercials have reflected Britain’s changing attitudes over the past 65 years - including some examples that would be banned today – the comic will create some spoofs of his own.

He said: ‘I’m delighted to be analysing the world of advertising which, in our consumer age, has really dictated how we see ourselves.

‘I don’t even know who I am unless I’m buying something! If I buy Ski Yoghurt - does that make me a health freak? If I choose Diet Coke - does that mean I should take my top off? Would drinking Cinzano make me Joan Collins?

‘Anyway, fingers crossed it’s just as glamorous as the programme Mad Men, but here’s hoping I don’t start smoking, drinking Scotch during the day and having an affair with my secretary’

The show was announced by Channel 4’s director of programmes, Ian Katz, during a session of the Edinburgh TV festival held online today.

He also announced a show in which small Go-Pro cameras will be strapped to dogs, who will then film the homes of their celebrity owners in lockdown. The six-part series will be called Snoop Dogs.

Lee McMurray, the broadcaster’s commissioning editor for factual entertainment, said: ‘The show will not only allow Channel 4 viewers to enjoy the nostalgia of revisiting some well-loved TV ads, but also reveal how they reflected the surprising and sometimes shocking attitudes of yesteryear, with Tom’s trademark wit and humour bringing the perfect mix of entertainment and insight to proceedings.’

 The new show comes 12 years after the BBC ended its Commercial Breakdown programme after seven series and four specials offering a comic look at adverts, often from overseas. Originally hosted by Jasper Carrott, subsequent series were presented by comedians Patrick Kielty, Rory McGrath, Jo Brand, Ruby Wax, Jim Davidson, Jon Culshaw and Jimmy Carr.

Produced by: Boundless
Commissioned by: Lee McMurray 
Executive producers: Cal Turner and Amanda Sangorski

Published: 29 Apr 2020