Gogglebox stars encourage viewers to vote

The Electoral Commission has launched an ad featuring the young stars of Gogglebox, the Channel 4 reality show, encouraging viewers to register to vote in the General Election.

Gogglebox stars Scarlett, Eve, "Silent" Jay, Tom and his brother Shaun explain why it is important to register and how easy it is to do.

It is the first time that the Electoral Commission has partnered with Channel 4. The media agency was Carat.

It is also the first time that Studio Lambert, the production company, has created an ad.

Michael Abbott, the head of campaigns at the Electoral Commission, said: "Our partnership with Gogglebox is a fantastic opportunity to reach millions of TV viewers and spread the message that the only way to have a vote at the General Election is to be on the electoral register.

"The show has a particular following among young people and we know that 18- to 24-year-olds are less likely to be registered. It takes just a few minutes to fill in a form at gov.uk/registertovote."

The ad will air tonight during Gogglebox and run for three weeks. It will feature on Channel 4, E4, 4Music and All 4, the broadcaster’s new digital TV service, which launches on Monday next week.

George Peters, the broadcast AV planning account director at Carat, said: "To get a key message out to young people in a convergent market with increasing media touchpoints is proving as difficult as ever.

"Partnering with key talent from one of 2015’s top and most relevant programmes allows us to get an important message out to an audience in an engaging manner."