In this spot titled “Clive” from London agency AMV BBDO, we see a son and his father packing the car. The lad is leaving to attend college. Clive seems to be struggling to find the words to say goodbye to his father. But it’s not until the close of a heart-felt, emotional farewell that we reveal it’s his old laptop he’s been speaking to all along. “I love you,” Clive says bravely, “But I’d also love at least £200 off a new laptop at Currys PC World.” We cut to in-store at Currys PC World as a helpful employee outlines the benefits of his shiny new laptop.
The commercial is part of a campaign for Currys PC world that aims to encourage students and parents to upgrade their laptops in preparation for the new term. In addition the campaign addresses the low inertia in the wider public to upgrade their laptop, by demonstrating just how easy it is to upgrade when you trade in your old laptop at Currys PC World. With parents and their kids typically finding it difficult to say goodbye to their old laptops, Currys PC World is attempting to encourage them with a great trade-in offer.
Jono Hunter directed “Clive” via production house MindsEye.
CreditsClient Currys PC World Agency AMV BBDO London Oliver Frost, creative; Andy Clough, Rich McGrann, creative directors; Polly Lowles, Yvonne Clayton, producers. Production MindsEye Jono Hunter, director; Hera King, producer. Postproduction The Mill Music JPML Audio Post Jungle
The Best Work You May Never See: C3P, No Fixed Address Show Us There Are No “Safe Spaces” In Canada When Kids Are Online
Creative agency No Fixed Address has partnered with the Canadian Centre for Child Protection (C3P) to raise awareness about the alarming increase in online child sexual exploitation in Canada. The “Safe Spaces” campaign alerts parents to the fact that nowhere is currently safe for a Canadian child--not their school, not their playground, not even their own bedroom--as soon as they’re online.
This “Safe Spaces” public service film--directed by Amélie Hardy via production company Carton Rouge--features the mothers of six victims of online sexual exploitation, telling their kid’s stories from the same places they assumed their child would be safe. These courageous moms have not only suffered the nightmare of what happened to their children, they’ve suffered under the assumption by many Canadians that it is somehow their fault for not keeping their children safe. This is the preconception the “Safe Spaces” campaign seeks to change. This can happen to anyone. Predators are everywhere online. And they’re targeting everyone. The campaign is urging Canadians to support the federal government’s Online Harms Bill, which would require social media companies to provide meaningful protection to children online.
“These courageous moms chose to share their heartbreaking stories to help Canadians understand why we desperately need legislation to protect our children from dangerous spaces online, just like we do offline,” said Lianna McDonald, executive director of C3P. “This is why we need safety regulations for the platforms kids use every day, as proposed in the Online Harms Bill.”
Alexis Bronstorph, chief creative officer at No Fixed Address, said, “We were blown away by the courage of these moms for sharing their stories.... Read More