McCANN LONDON, London / CEREAL PARTNERS WORLDWIDE / 2015
This is the story of Northern Soul fan Dave, a 50-something Dad who’s revived his love of the heavy beat, fast-tempo soul music. It’s a sub-culture that emerged in Britain in the 1960s, and is enjoying a renaissance. Thanks to a healthy lifestyle, Dave is able to stay well enough to embrace his passion for the energetic music on the dancefloor.
All cast members are real people, with a passion for Northern Soul music. They all actively participate and attend regular Northern Soul events. We began the casting process by searching for a protagonist in their fifties who embodied the spirit of “Live from the Heart”, our campaign line. We reached out extensively to Northern Soul communities, clubs, and social forums. We wanted somebody who followed their heart, even if it was socially unconventional (like a middle-aged Dad going out dancing all night long, and even taking his son along with him). Once we found Dave, we leveraged his relationships and connections within the Northern Soul community to find other cast members. Everyone in the film is a personal friend or relative of our hero Dave. The cast was sourced on this basis to ensure that their passion and enthusiasm was genuine. We were very sensitive about being authentic, in the hope of preventing any backlash from the Northern Soul community.
The set and styling were also important cast members. This was a real life Northern Soul event that our cast were already attending, and their wardrobe and home were not altered in anyway.