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
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.