James Swift is feeling frisky after seeing Channel 4’s new ad for its "mating season": "This is polished and well-observed, making repeated viewing a pleasure. The only danger is that the ad may eclipse the shows." The spot was created by Chris Bovill, John Allison (who both directed it), Molly Manners and Alice Tonge.
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Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.
"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.