Mad Women: Channel 4 Explores the Unsung Role of Women in Advertising

Mad Women (1×60 mins) is a new documentary commissioned by Channel 4 to coincide with the 100th anniversary of Women in Advertising and Communications, Leadership (WACL). For the first time on screen, the programme will delve into the impact women have had on the advertising industry of the past century.

The film will showcase the pioneering women behind some of the most iconic ads of the UK, including Shake n Vac with its unforgettable jingle, the Levi’s launderette ad that starred Nick Kamen, the infamous Flake girl in the bath, and the Lynx effect that drove bikini-clad women to fall over men.

The documentary commences in the late 70s of London, a world reminiscent of Mad Men. It tells the story of women who broke into the advertising industry and worked to dismantle stereotypes that had been in place for decades. The documentary will show the remarkable adverts they created and the struggles and resistance they faced back then to get those ads impressive and memorable.

During the documentary, Channel 4 will showcase some of the most senior women presently working in the advertising industry. Viewers will find out whether the industry remains a taboo-breaking platform or has metamorphosed into a mirror that reflects the world’s changing trends. It will also explore what the current generation of Mad Women can offer next to the industry.

The documentary is produced by South Shore, directed by Erica Gornall, and produced by Cheryl Hockey. Melanie Leach and Caroline Davies are the executive producers. The commissioning editor for Channel 4 is Emily Shields.

Mad Women is supported by funding from Diageo, Google, Tesco, and Whalar.