NEWS: Saatchis second ad for Don’t Tell It uses more shock tactics

Saatchi and Saatchi is set to reveal its second commercial for the cutting-edge fashion magazine, Don’t Tell It.

Saatchi and Saatchi is set to reveal its second commercial for the

cutting-edge fashion magazine, Don’t Tell It.

The 90-second cinema ad follows last year’s controversial film, which

featured an elegant woman shooting the ad’s smarmy presenter in a slow-

motion, Reservoir Dogs-inspired gunfight.

The new work continues to play on the magazine’s title, while exploring

the public’s current interest in the ability of closed-circuit

television to record illicit acts.

The ad opens on a woman getting dressed and leaving the bed of her male

lover. It shows her crossing the city to reach her other lover, who

turns out to be a woman.

As the camera follows her through the streets, we see ten illicit

scenes, all apparently captured on CCTV.

One is a shot of a woman in a changing cubicle with a huge tattoo on her

back. Another shows a pair of trainers hanging up in a flat - a sign to

cognoscenti that drugs are for sale inside.

The ad, directed by Kristian Levring through Freedom Films, breaks on 23

February. It will be transferred to TV in a cut-down version later this


The commercial was written by Jo Tanner and art directed by Viv Walsh,

the same team that created last year’s ‘Don’t Tell It’ commercial and

the ‘Great Frog’ jewellery store ad, which was banned by the Cinema

Advertising Association for using a four-letter word.

Tanner explained that the film was inspired by the prevalence of CCTV in

modern life. ‘You are on CCTV for 85 per cent of the time you’re outside

a building in central London,’ he said.


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