Top Spot of the Week: Uncommon, Director Kim Gehrig Overcome "Doomscrolling" With The Power of Doing On Pinterest 


Robert Goldrich
Thursday, Sep. 15, 2022


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Fear of failure. Judgment. Doomscrolling. Procrastination. Our inner critics. Too much of the world distracts us, makes us doubt ourselves and makes us think we’ll be laughed at if we try. But nothing silences a saboteur like the simple act of doing.

Pinterest’s latest brand campaign exposes the inner saboteurs that hold us back and highlights how Pinterest is the antidote to doubt. “Don’t Don’t Yourself” is the mantra at the heart of this new campaign, affirming the belief that the act of doing can help silence those feelings of fear and self-censorship that can sometimes hold us back.

Developed in partnership with U.K. agency/creative studio Uncommon, the campaign includes five films directed by Kim Gehrig of production house Somesuch, including this piece tackling “Doomscrolling” in which we view internet-induced anxiety in the form of a newscast that reflects the negativity that can put us in a doom and gloom mood. But a woman pushes back by exploring self-care soaks--aka herbal baths--on Pinterest, declaring “can we just relax?”

Lucy Jameson, co-founder of Uncommon, said, “At Uncommon, we want brands to play their part in the biggest conversations in our society. One of those ‘big conversations’ is about the toxicity of much of the internet and what to do about it. Pinterest can help, by providing an antidote to so many of the ills of social media. It’s commonly known as the positive side of the internet. Because, instead of being all about image and comparison; it’s about ideas and creativity. It’s a community and an algorithm built around doing, not judging. Our first campaign is the opening chapter in a story which shows just how different Pinterest is from other platforms.”

The five films are set to run across TV, cinema and streaming in the U.S., U.K. and Germany. This is Uncommon’s first campaign for Pinterest.


Client Pinterest Agency/Creative Studio Uncommon Production Company Somesuch Kim Gehrig, director; Lucy Gossage, producer; Chris Watling, exec producer; Kasper Tuxen, DP; KK Barrett, production designer; April Napier, costume designer; Jody Sonnenberg, casting. Production Services Company The Lift Editorial Trim Fouad Gaber, editor. Postproduction Time Based Arts Simone Grattarola, colorist; Stephen Grasso, VFX; Sian Jenkins, post producer. Music/Sound Soundtree Music, music & audio post; Benjamin Jones, composer. Media Agency MediaHub

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