Hats off to Channel 4. Again.

For years they have bared cheek and raised several fingers up to the often recklessly conventional cabal of mainstream TV.

Horseferry Road’s finest have been the country’s most diligent purveyors of thoughtful and slightly uncomfortable promotion for decades. Think Jamie’s School Dinners, the internet-only swear-fest, and Superhumans for starters. To this esteemed collection of premier league media branding we must now add the current Sochi spot (Gay Mountain).