Yeah, the ad seems to be taking the ‘so blatantly exploitative that it’s not even exploitative’ approach. But this is not, say, Sacha Baron Cohen being clever, making us examine our prejudices. It’s a child. Feels like finger pointing in the playground to me.

For me it’s the combination of reinforcing a stereotype AND the use of an image of a child that makes it so wrong. I’m sure Channel 4 will claim the ads attempt to challenge views but for me it’s irrelevant – that’s a real child.