Channel 4 have launched a new initiative which aims to address ageism and remove “inauthentic” or “clichéd” portrayals of people across different age groups. Research commissioned by Channel 4 has found that broadcast adverts are primarily focused on younger characters. Older people often left out of the picture, with just 29% of ads featuring characters over the age of 50 and only 12% of them in lead roles. As part of its Diversity in Advertising Award, the broadcaster is calling for brands to stamp out inaccurate and stereotypical depictions and modernise their representation of all age groups. The winning brand will receive £1m worth of advertising airtime and a £100,000 bespoke social media campaign created by the broadcaster’s award-winning in-house digital content team 4Studio. Learn more here.

McDonald’s has announced their partnership with UK rapper AJ Tracey to launch its new McSpicy burger by releasing a music video with the artist. The music video takes inspiration from 90s summer BBQs and shows AJ Tracey, T-Pain and other well-known faces. In a wider PR and media campaign, the fast food giant has been encouraging people to join the #McSpicyDebate on social by asking: ‘How spicy is it for you?’  Learn more about it here.

The Body Shop has launched new TV ads as an extension of its global ‘Self Love’ campaign. Three ads will run during and around ITV’s Love Island series to encourage viewers to develop a positive relationship with themselves. The ads, to be shown on ITV2 during Love Island, show three housemates dealing with key issues: rejection in love, the need for external validation and body image. The retailer says reality shows, while bringing joy and entertainment to many, can fuel self-doubt with unrealistic representations of beauty, love and lifestyle. Check it out here.

Channel 4 and Sky have signed a multi-year agreement expanding their content partnership, with a view to giving both parties greater opportunities to fuel commercial growth. The deal facilitates the deeper integration of on-demand service All 4 into all Sky’s existing and future TV products, including more than 1,000 hours of All 4 exclusives. The new partnership also means Channel 4’s advertising inventory on linear and on-demand TV will become addressable across Sky’s platforms. This builds on the existing relationship, which has seen Channel 4 integrate with Sky AdSmart tech to tailor ads to different pay TV households. Learn more about it here.

Finally, Boutique launched the first TV sponsorship with Limitless, marking the brand’s increased investment in TV advertising over the last 12 months. The sponsorship features Limitless Digital designer radiator and home heating brand, BestHeating.com, becoming the official channel sponsor of Discovery’s Home & Garden Television (HGTV). With HGTV’s monthly reach in excess of five million viewers who are hugely passionate about the home, the sponsorship enables the brand to access a range of interiors programming and be at the heart of the perfect contextual environment. The sponsorship signals both Limitless’ and Boutiques view that a hugely relevant, high-profile partnership will significantly accelerate national brand awareness, traffic and sales for BestHeating.