CDP duo Sinha and Godfrey reunite for C4 ad

Indra Sinha David Abraham and Neil Godfrey
Indra Sinha David Abraham and Neil Godfrey

Channel 4's David Abraham has reunited Indra Sinha and Neil Godfrey, the former Collett Dickenson Pearce creative team, to produce a long copy print ad for the broadcaster's 30th birthday.

David Abraham is a former Collett Dickenson Pearce (CDP) account man.

The double page print ad features a photograph of  Michael Grade, Channel 4's second chief executive, pushed up against a wall as though he is being strangled, under the headline "Just don't f**f it up".

The headline and photograph are a reference to the advice the first chief executive Jeremy Isaacs gave him. Isaacs is reported to have threatened to throttle Grade if he did not respect the channel’s remit.

Now a Booker-nominated novelist, Sinha left advertising in 1995, while Godfrey is the most awarded art director in the history of British advertising and received a special award at the D&AD’s 50th birthday celebrations.

Sinha and Godfrey have not worked together for 20 years but were commissioned to create the ad by David Abraham, the current chief executive of Channel 4 and an account man at CDP in the 1980s.

Abraham said: "Channel 4 has played and continues to play such an important part in our national life and it seemed fitting, on the occasion of the 30th anniversary, to reflect on this in a very creative and original way.

"Neil and Indra, with some help from Michael Grade, have done a wonderful job of taking that brief and running with it."

Sinha said: "Doing this project brought back to me what a joy it is to work with really first class people on a fantastic brief and a client with a mission for magic and mischief."


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