GREY LONDON, London / NEWS INTERNATIONAL / 2013
The commercial follows the uninterrupted journey of one guy as he walks through a typical street in Britain. Along his way, he delivers a rhyming dialogue, with every word highlighting all the content you might find in the pages of the newspaper. However, as he travels, we see everything that he talks about begins to unfold around him with entertaining and comedic consequences. By the end of the commercials everyone has ‘Got Involved’.
Casting was essential to the Get involved brand ad. he was the driving force behind the spot. If he didn't work, the ad would be like a bus without a driver. We needed a down to earth, colloquial, charismatic person with a distinctive and memorable look. someone that the whole of Britain could relate. An actor that schoolkids to grandmas would love.
He also needed a strong presence on camera, enough for us to believe that he was a man the people of Britain would follow on his quest to spread the word of get involved. Like the general rallying his gladiators, we needed to believe every word he said.
We also needed him to do many things simultaneously, deliver a 90-second non-stop rhyming monologue, have it ooze with character while he jumped, walked, stumbled and hopped plus riding a conveyor belt and a old bike. We needed someone with witty delivery plus physical strength and comic timing. plus he had to have a memorable face. Not much to ask.
However, the most difficult part was that each line or stanza of dialogue had to be perfectly timed, sometimes to within half a second. He also had to do the whole thing with a lovable and charming smile on his face. If we looked for another year we wouldn't have stumbled across a more perfect lead man for this spot.
HORNALL ANDERSON, Seattle
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RAINEY KELLY CAMPBELL ROALFE/Y&R, London
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