Red Bee Media has created a promotional campaign to support BBC Four’s celebration of 20th century American culture.

The film aims to challenge the commonly-held assumptions around America’s throwaway superficiality. To begin with it shows the epitome of American superficiality: vapid, in-your-face cheerleaders. However, instead of spelling out the name of their college football team, these cheerleaders acclaim the breadth and depth of culture that the US has given to the world.

The promo was created by Oliver Harnett and Chris Balmond, directed by Balmond and designed by Matt McDermott.