The Ministry of Sound is backing a hard-hitting cinema and press
campaign, through BMP DDB, to encourage young people to use their vote
in the next general election.
The series of cinema commercials features interviews with subjects who
hold extreme and bigoted views - including a homophobe, a racist and a
sexist - all speaking their minds to the camera.
Most of the films, which are unscripted, are said to feature real people
revealing their views.
A racist declares that he wants to eliminate ‘scum’ and see the country
run by whites, while another man explains that nature will eventually
eliminate gays. In a third film, a man comes out with gems such as:
‘Women are happy in a routine job.’
The campaign’s endline, designed to shock 18- to 24-year-olds into
voting, is: ‘Use your vote. You know he’ll use his.’ Dominic Murphy at
Produktion directed the films, which were written by Andy McLeod and art
directed by Richard Flintham.
The ads will run in cinemas from October, initially using space donated
by Pearl and Dean. Press and poster executions are due to appear in
One press execution shows graffiti in a public toilet that reads: ‘Piss
on niggers.’ Nathan Hodges, the account director at BMP, said: ‘With
this kind of ad, we have to be sure of who we are talking to.’In the
last election, 40 per cent of 18- to 24-year-olds did not vote. Many of
these lived in areas with marginal seats, where their votes could have
made a difference. McLeod said: ‘People are less interested in politics
than ever, but they do care about policies.’
By backing the ads, the Ministry is espousing the cause while keeping
its name in the minds of its customers.