British public broadcaster Channel 4 is taking attacks on diversity, equity and inclusion efforts seriously enough to make fun of them.

Channel 4 newsreader and journalist Phil Gayle fronts an in-your-face spot that starts off with an apology right off the bat:

“This is a public broadcast apology direct from Channel 4,” Gayle says from behind his news desk. “It has come to the world’s attention that diversity, equity and inclusion may have gone far, far too far.”

The video then smash cuts to clips culled from the channel of potential dissenters before returning to Gayle: “Far too many voices are being heard,” such as transgender, gay, disabled and black. 

“For this, we at Channel 4 would like to say from the very bottom of our very British hearts – sorry.” 

And then Gayle gets to the real point as confetti explodes around him: “Now turn your dials to max inclusion and ride me to Narnia, bitches.”

According to Channel 4, it produced the short film because “Channel 4 exists to create change – challenging with purpose, representing unheard voices and reinventing entertainment. It’s in Channel 4’s public service remit and it’s in its DNA. Why? Because Channel 4 is Altogether Different,” referring back to the network’s tagline. 

CMO Katie Jackson commissioned Channel 4’s in-house agency, 4creative, to bring the Altogether Different spirit of Channel 4 to life in the wake of ongoing global rollbacks in the DEI space: “This is your PSA that Channel 4 is doing what it’s always done. We’re not perfect, but we are Altogether Different. Sorry. Not sorry,” Jackson said in a statement.

​David Wigglesworth, 4creative’s executive creative director, added: “If you think we’ve gone too far -- buckle up.’”

Channel 4 dropped the spot on its social channels on Friday, June 13 and aired it on Channel 4’s main linear channel on Saturday, June 14 before the network premiere of schticky horror film M3gan.

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