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Editors' Choice

Who Knew That Cucumbers & Tofu Were Such Raunchy Little Devils?, 2 years, 10 months ago

Editors' Choice: 4 Creative launches a saucy little promo for Russell T Davies' new television series

Who Knew That Cucumbers & Tofu Were Such Raunchy Little Devils?

Channel 4’s in-house creative agency 4Creative has conceived and produced the conceptual campaign promoting the broadcaster’s highly anticipated upcoming programming Cucumber, Banana and Tofu – written by Russell T Davies, the award winning author of cult gay drama Queer as Folk. You can view the trailer here.

Cucumber and Banana are two original drama series exploring the passions and pitfalls of 21st century gay life, while Tofu is an online documentary series that explores all facets of contemporary sex culture.

Russell has explained "I once read about a scientific institute which had studied the male erection. It divided the hard-on into four categories, from soft to hard. One, tofu. Two, peeled banana. Three, banana. And four, cucumber. Right there and then, I knew I had my drama. And it's a joy to be back with Channel 4 and RED, to tell these stories."

The conceptual activity appears across Channel 4, E4 and online and forms part of a wider campaign devised in response to a brief from Channel 4 Marketing to promote the three new interlinked shows for Channel 4, E4 and online.

4Creative’s Business Director Nik Windsor explains “The show names do a huge job for us in creating interest and speculation and about what ‘Cucumber, Banana & Tofu’ could be and creatively, it’s a gift from Russell as they are so phallic.

We wanted to create just the right mixture of fruitiness and sexual innuendo – but if you see it, it’s just your own dirty mind.

The overall look and feel of the campaign shouts “something big is coming to Channel 4” and we wanted to ensure that it had a distinctive visual identity, so we chose bright, bold, poppy colours to make sure it grabs people’s attention and stands-out on a dark winter’s day.”

The next stage of the TV campaign sees the launch of the season trail which includes clips from the show and will be seen on Channel 4 first from Tuesday 16th December.


Advertiser: Channel 4

Creative Agency

Account Managers: Clare Sandford

Creative Agency: 4 Creative

Business Director : Nik Windsor

Creative: Molly Manners, Ben Martin and Kendal Peters

Designer: Kevin Price

Executive Creative Director: Chris Bovill and John Allison

Group Account Director: Laura Ward

Music and Sound

Audio Post Production: Rich Martin


Editor: Tim Hardy

Post Production / VFX

Colourist: George K

Producer: Marcus Dryden

Production Company

Director: Molly Manners

DOP: Matt Fox

Producer: Rachel Roberts

Category: Publications and media , Tv and radio

Genre: Comedy