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Scottish Government
'Sticks & Stones'
12 March 2024 40s
The language of hate.
by Andrew MacGregor

"Sticks and stones may break my bones, but words will never hurt me." In an era of weaponised discourse, the children's rhyme has become much less hopeful. This Scottish Government commercial demonstrates how words can make life unbearable for many, no matter how hard they try to ignore it.

Whether Black, disabled, gay, or transgender, the cast are all victims of hate crimes that make you wonder how we got to 2024 in the first place. Take the wheelchair user tormented at a bus stop, or the woman who must remove racist graffiti as her young daughter watches.

Each scene is nervy and claustrophobic, and the hope is that viewers understand how victims feel as a consequence. The greater hope is that Scots report hate crimes when they happen, when words hurt like sticks and stones.

Product Category: Government Departments

Territory: UK


agency
The Leith Agency
CD: Rufus Wedderburn / Chris Watson
Producer: Fraser Hunter
production
Greenroom Films
Director: Imogen Harrison (Sticker Studios)
Producer: Michael Evans
EP: Lucy Ball
DOP: Jaime Ackroyd (WPA)
Editor: Chris Tuszewski
color
No.8
Colourist: Tim Smith
Sound: Alex Wells

  Scottish Government - 'Sticks & Stones'


Scottish Government
'Sticks & Stones'
12 March 2024 40s

The language of hate.

"Sticks and stones may break my bones, but words will never hurt me." In an era of weaponised discourse, the children's rhyme has become much less hopeful. This Scottish Government commercial demonstrates how words can make life unbearable for many, no matter how hard they try to ignore it.

Whether Black, disabled, gay, or transgender, the cast are all victims of hate crimes that make you wonder how we got to 2024 in the first place. Take the wheelchair user tormented at a bus stop, or the woman who must remove racist graffiti as her young daughter watches.

Each scene is nervy and claustrophobic, and the hope is that viewers understand how victims feel as a consequence. The greater hope is that Scots report hate crimes when they happen, when words hurt like sticks and stones.

Product Category: Government Departments

Territory: UK


agency
The Leith Agency
CD: Rufus Wedderburn / Chris Watson
Producer: Fraser Hunter
production
Greenroom Films
Director: Imogen Harrison (Sticker Studios)
Producer: Michael Evans
EP: Lucy Ball
DOP: Jaime Ackroyd (WPA)
Editor: Chris Tuszewski
color
No.8
Colourist: Tim Smith
Sound: Alex Wells

Scottish Government 12 March 2024
'Sticks & Stones' 40s

The language of hate.

by Andrew MacGregor

"Sticks and stones may break my bones, but words will never hurt me." In an era of weaponised discourse, the children's rhyme has become much less hopeful. This Scottish Government commercial demonstrates how words can make life unbearable for many, no matter how hard they try to ignore it.

Whether Black, disabled, gay, or transgender, the cast are all victims of hate crimes that make you wonder how we got to 2024 in the first place. Take the wheelchair user tormented at a bus stop, or the woman who must remove racist graffiti as her young daughter watches.

Each scene is nervy and claustrophobic, and the hope is that viewers understand how victims feel as a consequence. The greater hope is that Scots report hate crimes when they happen, when words hurt like sticks and stones.

Product Category: Government Departments

Territory: UK


agency
The Leith Agency
CD: Rufus Wedderburn / Chris Watson
Producer: Fraser Hunter
production
Greenroom Films
Director: Imogen Harrison (Sticker Studios)
Producer: Michael Evans
EP: Lucy Ball
DOP: Jaime Ackroyd (WPA)
Editor: Chris Tuszewski
color
No.8
Colourist: Tim Smith
Sound: Alex Wells