Indy marks a return to branding in Lowes film

The Independent has returned to brand advertising with a striking cinema commercial from its new agency, Lowe Howard-Spink.

The Independent has returned to brand advertising with a striking

cinema commercial from its new agency, Lowe Howard-Spink.



The 60-second film, entitled ’litany’, positions the Independent as the

paper for people who don’t like being told what to do or think.



Shot in black and white, it features powerful reportage images

accompanied by a voiceover based around the word ’don’t’ from the dour

poet, John Cooper-Clark, and including: ’Don’t smoke, don’t drink, don’t

be different, don’t hunt, don’t be fat, don’t be thin.’



The commercial includes images of syringes for injecting drugs, used

condoms and a car set ablaze - and a closed cubicle in a public toilet

backed by the words ’don’t masturbate’. ’Litany’ ends with the words

’don’t buy, don’t read’ over shots of the Independent.



The ad breaks in national cinemas this Friday to coincide with the

launch of the 70s rock film, Velvet Goldmine, starring Ewan

McGregor.



Stephen Miron, the commercial director at the Independent, said: ’The

intention is to be powerful, evocative and to make you think. This is

Independent advertising back to its best. Cinema is a powerful medium if

you’ve got a strong commercial. It will get people thinking.’



Paul Hammersley, the managing director of Lowes, said: ’This is a

remarkable piece of advertising which clearly dramatises both (the

editor) Simon Kelner’s and the Independent’s own approach to journalism:

open-minded, objective and positive.’



The film was written and art directed by Charles Inge at Lowes and

directed by Rob Sanders through Helen Langridge Associates.



Lowes won the Independent account in June and has run a series of

tactical press and radio ads to support promotional activity within the

pages of the paper.



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