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.