Partners BDDH unveils Christian Aid ad for charity week

Partners BDDH launches a new commercial for Christian Aid this week with an epic film shot by Gillies Mackinnon, who directed the movie, Hideous Kinky.

Partners BDDH launches a new commercial for Christian Aid this week

with an epic film shot by Gillies Mackinnon, who directed the movie,

Hideous Kinky.



The commercial was shot in Tanzania and is designed to highlight the

plight of two individuals. One scene is filmed in a quarry, where

hundreds of people are rolling huge boulders or crushing stones. The

camera homes in on one woman who spends her days doing back-breaking

work.



A second scene features a young boy carrying water. As he passes the

local school, he stops to watch with envy as the pupils concentrate on

their lessons. The boy catches the eye of one of the female students and

walks sharply away, holding the water container aloft in a proud but

disappointed gesture.



Throughout the commercial, the viewer is challenged by the soundtrack -

a re-working of the Soul II Soul track, Get a life, which persistently

asks: ’What’s the meaning? What’s the meaning of life?’



To emphasise the theme, the words ’a mean existence or a life with

meaning?’ are superimposed on the screen throughout the commercial.



The spot was written by David Fleetwood and art directed by Gary

Monaghan.



It is MacKinnon’s first commercial and was made through the production

company, TTO2.



Christian Aid launches a new television commercial annually to support

Christian Aid Week, which this year runs from 9 to 15 May.