Hollyoaks cast swap innuendos in Electoral Commission ad

The Electoral Commission has teamed up with Channel 4 once again to encourage people to register to vote in an ad featuring Hollyoaks stars filled with innuendos.

The ad, by Lime Pictures, shows Zack Loveday, played by Duayne Boachie, telling Holly Cunningham (Amanda Clapham) and Esther Bloom (Jazmine Franks) about a dream where "the woman of his dreams asked him if he wanted to do it" and "it was over in a couple of minutes".

It transpires that he is talking about registering to vote, the deadline for which is until 18 April. At the end the ad encourages people to visit www.gov.uk/register-to-vote.

The ad was created by Emily Gascoyne and Bryan Kirkwood at Lime Pictures, and directed by Nicky Higgens.

The ad will air on 21 March at 6.45pm on Channel 4 during Hollyoaks. It will run across E4 too, and online. MEC handled the media planning, whilst Carat was the media buyer.

Last year, younger members of Gogglebox came together also encouraging young people to sign up to vote.

Alex Robertson, the director of communications at the Electoral Commission, said: "We’re really happy with the ads. They’re funny but also deliver a serious message to an audience we know are less likely to be registered to vote."