David Abraham apologises for offending with 'Bigger. Fatter. Gypsier' campaign
Channel 4 chief executive David Abraham has defended its controversial documentary 'Big Fat Gypsy Weddings' but publicly apologised to members of the travelling community who were offended by its campaign.
MPs grilled Abraham on the ‘Bigger. Fatter. Gypsier’ ad campaign in the House of Commons this morning as part of the annual media select committee session with Channel 4 management on the broadcaster’s annual report.
Abraham said: "We have publicly apologised to the groups that have been offended by the campaign and I would like to take this opportunity to apologise to those groups again today."
The Culture, Media and Sport Select Committee was questioning Abraham about the ad campaign at the start of a session, which was attended by Channel 4 chairman Lord Burns and chief operating officer Anne Bulford.
Earlier this month, ASA ruled that two out of four of the ‘gypsier’ ads reinforced negative images of the gypsy and traveller community and that one of the ads was irresponsible because it depicted a child in a sexualised way.
Abraham said he could not remember if he had been shown the ad starring the 15-year-old girl before it was aired but he suggested that, as the photo was reportage and simply showed how she dressed for a New Year's party, the image did not necessarily have to be seen in a sexualised way.
When committee chairman John Whittingdale said four times as many people would have seen the ‘Bigger. Fatter. Gypsier’ billboard ad campaign than watched the TV show, Abraham pointed out this was unlikely to be the case.
Abraham said that, as the TV show got an average of nine million viewers across the series, the "overall reach of the TV programme was much more significant" than the ad campaign which only ran for two weeks.
This article was first published on campaignlive.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Digital Display Manager SAVVY Media Ltd £32-34K, London (Greater)
- Marketing Executive, Greater London, Temporary Blue Skies Marketing Recruitment £24000 - £28000 per annum, London (Greater)
- Digital Account Manager Ultimate Asset £30000 - £40000 per annum + Commission + Benefits, London (Central), London (Greater)
- Account Director - Brand & Stakeholder Communications Agency Trace £45,000 - £65,000, London (Central), London (Greater)
- Want a tactical ad? Should have gone to Specsavers
- Maxus confirmed as world's fastest growing media agency
- Greenpeace dresses up cats to help save tigers from extinction
- Why 2014 won't be the year of mobile advertising
- ITV's Adam Crozier: 'Work to be done' after losing out to C4 during World Cup
- Palestinian and Israeli bereaved families unite for 'anti-conflict' film