For viewers of a certain age, there is a pleasingly retro feel about Joe Lycett’s Got Your Back (Channel 4). It’s a consumer series with jokes, so conjures memories of That’s Life!. And this opening episode of series three featured a version of The Pepsi Challenge.
Not that it ever name-checked the Pepsi vs Coke blind-tasting contest that used to appear in the ads; perhaps that’s because most Channel 4 viewers are too young to remember them.
Anyway, the studio audience voted for Pepsi, proving that the marketing men were right all along. (In incidental TV trivia, the BBC director-general Tim Davie is the former PepsiCo executive responsible for turning UK Pepsi cans blue).
This show tootles along, mixing studio chat with investigative reports by Lycett and fellow comedians. Sometimes it feels like they’re padding it out to fill the time slot, but it’s all very amiable. The mini campaigns are done with a light touch but have some laudable aims.
First off, Lycett highlighted the fact that coloured plastic bottles are not recyclable, singling out Yop yoghurt drinks as a culprit. He drew attention to the issue by faking a hissy fit on daytime show Steph’s Packed Lunch – a little bit of Channel 4 cross-pollination there – and trying to get the video of it to go viral.