David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

THE UNIGNORABLE ADBREAK
18 September 2023

A coalition of Australian brands have teamed up with Special Group, The Glue Society and PHD to create the Shift 20 Initiative, which aims to increase disability representation onscreen. The movement is named as such because, despite receiving only 1% of screen time in ads, Aussies with disabilities make up 20% of the population.

The initiative took well-known commercials for the participating brands (McDonalds, Kia, Pantene, and many more) and re-shot them in order to include someone with a disability. The premise itself demystifies the thorny issue of 'representation' for brands: include people, it's just that simple.


It's an understated yet highly effective way of encouraging the audience to ask questions about representation. If changing a familiar ad to feature a disabled person doesn't alter its message, then why not do so in the first place? Some of the re-created spots are blink and you'll miss it subtle in their new form, like an ad for Uber which demonstrates how unremarkable inclusion can be.

In other cases, the reshoot makes a big change to the commercial itself - not to its message, but to the way it communicates with the audience. A cheeky outing for Bonds underwear, for example, uses Auslan in a way which grabs audience attention due to its relative lack of sound during a busy ad break... arguably making it more effective than its original cousin.


Lindsey Evans, partner at Special and board director at Advertising Council Australia, said of the campaign: "This is about sharing and educating the wider industry as to the massive commercial and cultural opportunity of having representation of the whole population. We can all do better together - as an industry, as consumers and as brands."


This enlightening short documentary led by Dylan Alcott - whose eponymous foundation led the charge to bring the Shift 20 Initiative into being - further explores the process behind breathing life into a truly inclusive ad break. Much more than a stunt, this is a message to brands about just how easy it is to reflect people's real lives on screen, and will encourage them to diversify their casts accordingly.

News

JARED CLAYTON JOINS ACADEMY FILMS.

Self-taught director Jared Clayton is now on the books at Academy for UK and US work.


REVOLVER WELCOME TASO ALEXANDER.

Good news for Revolver as Taso Alexander joins for commercial representation Down Under.


FREDDIE CATTANEO SIGNS FOR RATTLING STUFF.

Freddie Cattaneo has become the latest addition to the roster at Rattling Stuff.


PRACTICE MAKES PERFECT FOR JELLY.

American creative workshop Practice are now represented by Jelly for global work.


SEBASTIAN THIEL AND SAM AND DAVID CUTLER-KREUTZ JOIN OB42.

Not one, not two, but three new faces have arrived at OB42: Sebastian Thiel and brothers Sam and David Cutler-Kreutz.


KEEGAN BRADLEY FACES ANOTHER TEST.

With Keegan Bradley in the news, DAVID thought he'd revisit one of the best golf ads of all time.


FILM KLAXON: DAMMI.

Yann Demange, director of ''71' and 'White Boy Rick', is back with an experimental short film about home and identity.


ODELAY FILMS SWOOP FOR JENNIFER SHERIDAN.

Comedy director Jennifer Sheridan is now on the books at Odelay Films.


DANIELA ROTARU JOINS TIME BASED ARTS.

Her country of birth may be out of Euro 2024, but Romania's Daniela Rotaru has every reason to be happy.


AI UP, IT'S KEANU REEVES!

Keanu Reeves plays a cybersecurity expert called in J in this Palo Alto Networks spot.


FILM KLAXON: ISAAC.

When a commentator says "It's been a tough road for Isaac Chamberlain" he means it.


PAUL BRIGANTI HEADS FOR RADICALMEDIA.

Comedy director Paul Briganti has joined RadicalMedia for commercial representation in the US.


IT'S CASWELL COGGINS FOR JOHNNY FOREIGNER.

Seasoned commercials director Caswell Coggins is now represented by Johnny Foreigner for all in-house work.


WAVE RAVE ABOUT MUNZIE THIND.

Wave Studios have a new senior sound designer in the form of Munzie Thind. The move reunites him with brother Parv, a fellow GCRS alumnus.


CAVIAR WELCOME SCOTT PERRY.

Caviar now boast Scott Perry for commercials and music videos in the UK and the Netherlands.


ANDERSON WRIGHT JOINS STINK IN THE USA AND MEXICO.

Anderson Wright has joined Stink for commercial representation in the USA and Mexico.


ELECTION NIGHT PARTY COURTESY OF RALPH

Starting at 4.00 in Shoreditch, agency Ralph will be celebrating the launch of their exciting new magazine... and you're invited.


MIGUEL CAMPAÑA JOINS CAVIAR IN THE US.

Already represented by Caviar in the UK and France, Miguel Campaña has joined the US roster for good measure.


A NITRAM BOOST FOR MINDSEYE.

Belgium-based Swiss director Nitram has joined MindsEye for representation.


MINDSEYE JOIN THE LEETHAL REPPIN FOLD.

MindsEye are now on the books at Leethal Reppin, the company founded by super agent Lee Fairweather.


YOU FINALLY REALLY DID IT! YOU MANIACS!

Toys'R'Us have leaned fully into so-called AI filmmaking by constructing a commercial by feeding prompts into Sora.


JAMES BARGENT IS MUSIC TO RASCAL'S EARS.

Post-production house RASCAL have hired beanie lover James Bargent as Head of Music.


CANNES 2024 - DAY 5

For many at Cannes, the Film Lions on the Friday night is still the climax of the Festival... and rightly so.


CANNES 2024 - DAY 4

With many attendees heading home on the Friday, Thursday has become the biggest day for socialising, and the pressure is on to find the swankiest venue.


CANNES 2024 - DAY 3

Day 3 was split between the Palais, where DAVID once again took in a few panels, and a sea voyage to the Irlanda - a yacht moored about half mile from the coast.


News

Address: Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.