Channel 4 reveals shortlist for 2026/2027 Diversity in Advertising Award

Channel 4 Sales today announces the five brands shortlisted to win £1 million of advertising airtime through its annual Diversity in Advertising Award, which this year asks the industry to rethink the representation of working-class people in advertising.

For the eleventh iteration of the Award, brands and agencies were asked to challenge outdated stereotypes and better represent the lives, agency and influence of working-class people across the UK.

The shortlisted brands are:

• Morrisons, one of the UK’s largest supermarket chains, which began as a market stall in Bradford. Entered by Leo UK.
  
  
• Screwfix, a leading trade retailer offering tools, hardware and home improvement products to tradespeople across the UK. Entered by M+C Saatchi.
  
  
• Tetley, a British tea brand founded in Yorkshire in 1837, with a presence in more than 40 countries worldwide. Entered by Pablo London.
  
  
• The King’s Trust, a charity supporting 11- to 30-year-olds to develop skills and confidence, start careers and reach their potential. Entered by T&P.
  
  
• Volkswagen Commercial Vehicles, one of the world’s most recognisable brands, with a UK presence dating back to 1954. Entered by adam&eve/TBWA.
  
  

The brief is underpinned by findings from Channel 4’s upcoming seventh Mirror On The Industry audit, which identifies just 11% of characters in adverts as working class, who are often portrayed through lens such as their jobs or appearance, like what they are wearing.

Amy Jenkins, Sales Leader at Channel 4, said: “More than half of people in the UK identify as working class, but that simply isn’t reflected in the advertising we see today. The shortlisted ideas show the opportunity to move beyond outdated stereotypes and create work that better reflects people’s lives and experiences across the UK.

“We’ve been really impressed by the strength and creativity of this year’s entries and are looking forward to seeing the finalists bring their ideas to life at the final pitches.”

The shortlisted brands will take part in final stage pitches next month, where one winner will be selected to receive £1 million worth of Channel 4 advertising airtime across the broadcaster’s linear, streaming and social platforms. The remaining shortlisted entries will also be offered up to £250,000 of match-funded commercial advertising space.

Chaired by Channel 4’s Amy Jenkins, the judging panel for this year’s Award includes representatives from Advertising Association, ISBA, Thinkbox, Common People, Good Shout, and last year’s winner Tesco.

The Diversity in Advertising Award sits at the heart of Channel 4 Sales’ Business for Good initiatives, showing how advertising can create positive social impact alongside commercial success. Previous winners include campaigns from Maltesers, Lloyds, Starbucks, Vanish, E45, Currys and Tesco.