Granada TV’s World in Action programme has asked St Luke’s to create
advertising campaigns for a mock referendum on the monarchy.
In a programme scheduled to be shown on 15 April, World in Action
explores the possibility that, at some future date, a referendum may be
held on the monarchy.
St Luke’s was asked to prepare two 60-second ads - one for each side of
the question - and the research company, Mori, was recruited to conduct
a poll on whether a referendum on the monarchy would be a popular move.
World in Action believes that the results of the poll are ‘startling’,
but the team was keeping tight wraps on the results as Campaign went to
In the first ad, we follow a man through the polling process and as his
pen is poised over the ballot paper, a voiceover says: ‘Before you tick
the box, are you 100 per cent sure?’
The anti-monarchy spot features a woman who is the same age as the
Queen. At first we think she is for the monarchy, but as she talks, we
see that she has accepted the need for change. ‘If she [the Queen] had
thought that there was anyone in her family who could replace her, she
would have retired years ago,’ the woman says.
The films were written by Martin Jones, Seyoan Vela and Colin Lamberton,
and directed by Chris Malone of Granada Television.