"One More Walk"

22 April 2026

60s

On loss.

The very sweet interaction between a mother and her son at the start of this ad for Electric Ireland which turns out to be even more poignant than it first appears. The film has been made in support of an initiative for those bereaved by suicide, and the nighttime walk to the beach taken by the close knit pair turns out to represent a familial bond ruptured by tragedy.

Director Max Fisher measures the reveal beautifully. It unfolds quite naturally, enabling the viewer to feel incredibly moved by the story unfolding in front of them without feeling as though they've been emotionally manipulated by it. This is incredibly important when a brand is involved in something like this. We can all accept that they hope to be seen as a force for good by participating in this kind of initiative, but, if the communication doesn't hit the mark perfectly, the resulting film is likely to give us the ick.

Here, there is not danger of that. The film raises awareness of the impact of suicide on those left behind, and, in so doing, draws attention to the broader issue. Electric Ireland deserve huge praise for their support, and for their willingness to keep it low-key.

Ireland

Power Utility Companies