CommercialsPop PromosShort Films    UKInternational
National Trust
'Backpack'
7 May 2024 60s
One bag day.
by Andrew MacGregor

The human star of this National Trust ad is Maya, a Black teenage girl unmoved by the prospect of a school trip. The non-human star is Maya's yellow backpack, which eyes a change of scenery at long last. Together, they explore a National Trust property that offers "space to feel".

This new direction is supported by the use of 'Alive!' by Bakar, who sings: "Wanna free my mind, wanna be outside/Wanna be alive, pray I wake up again." Whatever funk viewers happen to be in, the brand reckon they have enough history, greenery, and fresh air to help shake it off.

The sentient bag with eyes and mouth is a neat visual hook, but it's Maya who matters most. She represents the next generation of National Trust patrons—young, diverse, and doubtless aware of some places' connections to slavery and colonialism. Young people want honesty, and the brand seem on board with that.

Music: Alive! - Bakar

Product Category: Tourist Boards

Territory: UK



agency
Quiet Storm
ECD: Trevor Robinson
production
Quiet Storm
Director: Trevor Robinson
Producer: Emily Wolley
DOP: Charlie Goodger
editing
Quiet Storm
Editor: Dave Owen
vfx
Quiet Storm
VFX: Andrew Fraser
color
Coffee & TV
We do not have individual credits for this company, either because they don't provide them or we haven't acquired them yet.

music
MassiveMusic
Supervisor: Jamie Marks

  National Trust - 'Backpack'


National Trust
'Backpack'
7 May 2024 60s

One bag day.

The human star of this National Trust ad is Maya, a Black teenage girl unmoved by the prospect of a school trip. The non-human star is Maya's yellow backpack, which eyes a change of scenery at long last. Together, they explore a National Trust property that offers "space to feel".

This new direction is supported by the use of 'Alive!' by Bakar, who sings: "Wanna free my mind, wanna be outside/Wanna be alive, pray I wake up again." Whatever funk viewers happen to be in, the brand reckon they have enough history, greenery, and fresh air to help shake it off.

The sentient bag with eyes and mouth is a neat visual hook, but it's Maya who matters most. She represents the next generation of National Trust patrons—young, diverse, and doubtless aware of some places' connections to slavery and colonialism. Young people want honesty, and the brand seem on board with that.

Music: Alive! - Bakar

Product Category: Tourist Boards

Territory: UK



agency
Quiet Storm
ECD: Trevor Robinson
production
Quiet Storm
Director: Trevor Robinson
Producer: Emily Wolley
DOP: Charlie Goodger
editing
Quiet Storm
Editor: Dave Owen
vfx
Quiet Storm
VFX: Andrew Fraser
color
Coffee & TV
We do not have individual credits for this company, either because they don't provide them or we haven't acquired them yet.

music
MassiveMusic
Supervisor: Jamie Marks

National Trust 7 May 2024
'Backpack' 60s

One bag day.

by Andrew MacGregor

The human star of this National Trust ad is Maya, a Black teenage girl unmoved by the prospect of a school trip. The non-human star is Maya's yellow backpack, which eyes a change of scenery at long last. Together, they explore a National Trust property that offers "space to feel".

This new direction is supported by the use of 'Alive!' by Bakar, who sings: "Wanna free my mind, wanna be outside/Wanna be alive, pray I wake up again." Whatever funk viewers happen to be in, the brand reckon they have enough history, greenery, and fresh air to help shake it off.

The sentient bag with eyes and mouth is a neat visual hook, but it's Maya who matters most. She represents the next generation of National Trust patrons—young, diverse, and doubtless aware of some places' connections to slavery and colonialism. Young people want honesty, and the brand seem on board with that.

Music: Alive! - Bakar

Product Category: Tourist Boards

Territory: UK



agency
Quiet Storm
ECD: Trevor Robinson
production
Quiet Storm
Director: Trevor Robinson
Producer: Emily Wolley
DOP: Charlie Goodger
editing
Quiet Storm
Editor: Dave Owen
vfx
Quiet Storm
VFX: Andrew Fraser
color
Coffee & TV
We do not have individual credits for this company, either because they don't provide them or we haven't acquired them yet.

music
MassiveMusic
Supervisor: Jamie Marks