COI targets youth with cinema ad

The nation's youth is being targeted in a wave of advertising by St Luke's for the Electoral Commission's new campaign aimed at getting young people interested in voting.

For the first time the Commission is using cinema in a campaign through COI Communications timed to encourage young people to register with the annual electoral canvass this autumn.

The gritty 50-second film, "unstoppable", opens on a central character who runs through a dark landscape, clutching a card marked with a cross.

The power of the vote he is armed with enables him to change the structures he comes up against, and sees him breaking up everything from bulldozers and motorways to a giant tower block.

As he runs, his momentum sees him picking up the speed and strength to take on bigger objects.

Containing no dialogue, the advertisement ends with the line "Votes are power", and a call to action: "Register now."

Directed by Matthias Hoene through Partizan, the spot features the soundtrack Musicians Are Morons by Second Generation.

It will be supported by two poster ads, running nationally, which extend February's gritty campaign encouraging people to use their votes to voice their opinions.

Media planning is through Zenith Media.

Cinema activity was bought by Universal McCann and poster activity by Portland. The cinema advertising will run for six weeks from 13 September, and posters for two weeks.

The ad was art directed by Vic Polkinghorne and written by Matt Janes at St Luke's. The computer-generated images were originated by the Moving Picture Company.

Janes said: "Young people are interested in issues, but aren't interested in voting. We put something together to grab their attention and show their vote can make a difference."

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