CommercialsPop PromosShort Films    UKInternational
E45
'This is my space'
21 May 2024 90s
The power of pampering.
by Jason Stone

This charming commercial for E45 was the winner of this year’s Channel 4 Diversity in Advertising award and everyone involved deserves huge congratulations for offering support to the beleaguered Trans community at a time when it’s badly needed. Not just that, but doing so in a fashion that’s brimming with empathy.

It’s tempting to look at the broader picture and write a polemic about the need for this kind of communication but the ad itself suggests that a break is needed from all of that, so we’ll concentrate instead on the film’s premise… that the bathroom can be a sanctuary where a little bit of self-pampering can restore one’s equilibrium.

The role played by the advertised product is lowkey without over being invisible and that seems exactly right for a piece of work that is as much a piece of activism as it is an advert.

Product Category: Skincare

Territory: UK


agency
T&P
ECD: Toby Allen
CD: Sarina Da Costa Gomez / Kate Allsop
Associate CD: Dan Dehlavi / Mika Alcock
Producer: Georgia Evert
production
Academy Films
Director: Sophia Ray
Producer: Juliette Harris
EP: Darapen Vongsa-Nga
DOP: Adric Watson
Prod Design: Chris Melgram
sound
King Lear
Sound: Dugal Macdiarmid
Casting: Sue Odell

  E45 - 'This is my space'


E45
'This is my space'
21 May 2024 90s

The power of pampering.

This charming commercial for E45 was the winner of this year’s Channel 4 Diversity in Advertising award and everyone involved deserves huge congratulations for offering support to the beleaguered Trans community at a time when it’s badly needed. Not just that, but doing so in a fashion that’s brimming with empathy.

It’s tempting to look at the broader picture and write a polemic about the need for this kind of communication but the ad itself suggests that a break is needed from all of that, so we’ll concentrate instead on the film’s premise… that the bathroom can be a sanctuary where a little bit of self-pampering can restore one’s equilibrium.

The role played by the advertised product is lowkey without over being invisible and that seems exactly right for a piece of work that is as much a piece of activism as it is an advert.

Product Category: Skincare

Territory: UK


agency
T&P
ECD: Toby Allen
CD: Sarina Da Costa Gomez / Kate Allsop
Associate CD: Dan Dehlavi / Mika Alcock
Producer: Georgia Evert
production
Academy Films
Director: Sophia Ray
Producer: Juliette Harris
EP: Darapen Vongsa-Nga
DOP: Adric Watson
Prod Design: Chris Melgram
sound
King Lear
Sound: Dugal Macdiarmid
Casting: Sue Odell

E45 21 May 2024
'This is my space' 90s

The power of pampering.

by Jason Stone

This charming commercial for E45 was the winner of this year’s Channel 4 Diversity in Advertising award and everyone involved deserves huge congratulations for offering support to the beleaguered Trans community at a time when it’s badly needed. Not just that, but doing so in a fashion that’s brimming with empathy.

It’s tempting to look at the broader picture and write a polemic about the need for this kind of communication but the ad itself suggests that a break is needed from all of that, so we’ll concentrate instead on the film’s premise… that the bathroom can be a sanctuary where a little bit of self-pampering can restore one’s equilibrium.

The role played by the advertised product is lowkey without over being invisible and that seems exactly right for a piece of work that is as much a piece of activism as it is an advert.

Product Category: Skincare

Territory: UK


agency
T&P
ECD: Toby Allen
CD: Sarina Da Costa Gomez / Kate Allsop
Associate CD: Dan Dehlavi / Mika Alcock
Producer: Georgia Evert
production
Academy Films
Director: Sophia Ray
Producer: Juliette Harris
EP: Darapen Vongsa-Nga
DOP: Adric Watson
Prod Design: Chris Melgram
sound
King Lear
Sound: Dugal Macdiarmid
Casting: Sue Odell