Ad NauseamCollecting with menaces

AdMedia,  Mar 18, 2004  

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M&C Saatchi and Republic Films went into the low-income heartland of Otara to film a tvc promoting kids' charity Barnardos' annual appeal.

The kind of scenery they were looking for is not usually found in the Southern Alps or the Desert Rd - they wanted P-dealers, gang members and pimps set against a backdrop of mean streets, smoke- stacks and power pylons.

'If Barnardos can't get to vulnerable kids, someone else will'. That was the idea at the core of the gritty ad aimed at loosening Kiwi pursestrings at the secular charity's annual appeal (which was just getting under way as AdMedia was going to print).

The other-worldly 'stars', accurately cast by Briar Walsh, included a mix of actors and the real thing. Check the glazed look on the face of the P-smoker - an addict currently on the methadone programme - as he takes a loooong toke. Republic reckons this was simulated - but they'd have to say that, wouldn't they?

To enhance the 'menace' effect, the ad was shot in 16mm reversal, where the reel is processed in a negative bath at Atlab to get contrasty, grainy images and rich, vivid colours. "Effectively, this adds a layer of black to the images," said director Brian Challis.

"It's not a pretty commercial," said Barnardos Wellington's Marilyn Timperley who, when AdMedia rang early on a cold but fine morning - coincidentally the day the collection started - was getting ready to hit the streets, "but you do have to be quite strong to get attention."

The crew, mostly Republic regulars, worked for nothing, with equipment suppliers charging just enough to cover costs. All props were donated. For the agency, Digital Post, Liquid Studios and Atlab, of course, it was also a pro-bono job. OPT, Mark Lever, Show Off and The Collective Force contributed to the print components of the campaign. The whole exercise was mounted with support from Shell, which carried all the media costs. To contribute yourself, phoning 0900 4 0900 registers an automatic donation of $20, or visit www.barnardos.org.nz.

M&C's creative team was Connan James & Craig Farndale, with cd Jason Ross.

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