Tuesday, December 6, 2022

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    Ad of the Day: Michael Socha stars in horror film tackling workplace classism

    The This Is England actor fronts Creature London’s scary movie for the Social Mobility Foundation.

    Following on from last year’s ’Class Polish’ campaign, the Department for Opportunities – Social Mobility Foundation’s advocacy and campaigning arm – has developed another ad to raise awareness of the class pay gap.

    In ‘Stay Down,’ viewers see Michael Socha portraying a working-class-hero-type character. Throughout the spot he is ridiculed and patronized due to his upbringing. He’s told to use his accent a “little less” and that he’s not “right” for the role, seemingly without much explanation. This is to portray that classism is still holding people back in the workplace.

    Directed by Thomas James and soundtracked by Radiohead’s No Surprises, the ad also features actors Jo Hartley and Jonathan Hyde.


    Client: Department for Opportunities (part of Social Mobility Foundation)

    Head of advocacy and campaigns: Rosalind Goates

    Campaigns officer: Melissa Aitchison

    Agency: Creature London

    Chief creative officers: Ben Middleton and Stu Outhwaite-Noel

    Creative director: John Osborne

    Creative: Adi Hussain

    Design: Ryan MacEachern

    Head of integrated production: Kristie Girvan 

    Producers: Lilly Alter

    Account director: Ciara O’Brien

    Senior account manager: Alice Mercer

    New business and marketing director: Kelly Taylor

    Strategist: Jenika Hadipour

    Production: OB Management

    Director: Thomas James

    Head of production/exec producer: Sam Holmes

    Producers: Rob Jelley and Marija Djikic

    DOP: Adam Barnett

    Edit house: Whitehouse Post

    Editor: Jake Armstrong

    Grade house: Black Kite

    VFX: Alex Dubrocard, Nomad/Elmntl

    Colorist: Richard Fearon

    Music company: Major Tom

    Head of production and music supervisor: Jacob Wheeler

    Music: No Surprises by Radiohead

    Composer: Högni Egilsson

    Performer: Seil Lien  

    Sound house: 750mph

    Sound engineer: Mike Bovill 

    Media: Wavemaker

    Strategy and planning: Lisa Thompson

    Media partners: City Outdoor, Clear Channel, Pearl & Dean, Hearst, Mail Metro Media and The Guardian

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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