Drugstore launches hard-hitting Amnesty ad

LONDON - Drugstore today launched an uncompromising new ad in its "unsubscribe" campaign for Amnesty International.

Amnesty...campaigning against waterboarding
Amnesty...campaigning against waterboarding
The new 90-second spot recreates the waterboarding of a prisoner, a technique which has been used by the USA against combat prisoners.

It was directed by Marc Hawker & Ishbel Whitaker of Dark Fibre Films, the Oscar-shortlisted producers of Rize.

Drugstore Managing Partner Marc Cave said: "Imagine sitting in a darkened cinema and seeing this film. "It'll lull you, then unnerve you, then gobsmack you."

Extreme performance artist Jiva Parthipan underwent a short period of waterboarding to create the ad.

The Stuff of Life opens in 50 Picturehouse cinema screens nationwide from 9 May. It was filmed at 1,000 frames per second using one of only two Phantom HD cameras available in Europe.


Project: UNSUBSCRIBE 2008
Client: Sara MacNeice - Campaign Manager, Terrorism, Security & Human Rights
Brief: Encourage people to unsubscribe from the CIA ‘enhanced interrogation technique' of waterboarding
Creative Agency: Drugstore
Writer: Marc Hawker
Art director: Marc Hawker
Producer: Jennifer Jackson
Directors: Marc Hawker, Ishbel Whitaker
Production Company: Dark Fibre Films
Water Effects: Pennicott Payne
Music: Adam Freeland
Post Production: James Maclachlan at Prime Focus
Website design: Sam Collett, Russell Schaller

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).