Saatchi and Saatchi is behind a shock cinema commercial designed to
discourage dog-owners from allowing their pets to foul the pavements and
parks of Islington.
‘Clean up’, directed by Mark Williams at Tony Kaye Films, shows a
middle-aged man stepping out of his Georgian Islington house, newspaper
in hand, dropping his pyjama bottoms and going to the toilet on the
A passing neighbour is then sent flying after slipping in the man’s
The ad’s message, shown in the form of Islington street signs, reads:
‘You wouldn’t. Don’t let your dog.’ It was created by Matt Ryan and John
Pallant at Saatchis to highlight the anti-social nature of fouling.
The commercial was conceived by the agency, who talked a ‘very brave’
Islington Council into backing it, according to Benji Howell, the
producer at Tony Kaye.
Saatchis creatives had spotted that the council had recently been tagged
the worst borough in London for dog mess.
Still in post-production, the 40-second ad is due to screen next week,
pending approval from the Cinema Advertising Association. So far, it
will be shown only at the Holloway Odeon.
‘It was part of the brief that the film wasn’t supposed to shock, but be
very much a U-certificate piece,’ said a council spokesman, who put the
cost of the ad in the region of pounds 12,000. ‘When it was first shown
here, the first reaction was laughter.’
Saatchis is believed to be talking to other local councils to persuade
them to show the film at cinemas in their areas.