NEWS: BDDH takes hard line in fresh Co-operative Bank film

The Co-operative Bank has taken its ethical trading stance a step further in a drive that criticises institutions that finance regimes which make use of land mines.

The Co-operative Bank has taken its ethical trading stance a step

further in a drive that criticises institutions that finance regimes

which make use of land mines.



BDDH has devised a 60-second black-and-white cinema commercial designed

to show people the devastating power of a land mine. The film opens on a

shot of a tripwire as a voiceover says: ‘Touch the tripwire of the

Valmara 69 ‘bounding’ land mine, and ball-bearings will be blasted

through those seated in rows A to G, literally tearing you apart.’



It goes on to say how people in rows up to L would be maimed beyond

recognition and everyone else in the cinema critically wounded.



‘Certain regimes throughout the world spend millions of pounds in order

to plant land mines indiscriminately,’ the voice continues as the mine

is revealed in full, ‘which is why one bank never has, and never will,

finance the supply of arms to repressive regimes.’ The endframe reveals

the name of the Co-operative Bank.



Simon Derungs, the BDDH board account director on the Co-op business,

said the bank decided to produce the ad after earlier land mine press

work got approval from the Advertising Standards Authority, despite a

complaint from the Midland Bank.



The ad was written by Owen Lee, and art directed by Gary Robinson, who

also directed the film through Hungry Eye. It breaks nationally next

week, with media planned and bought by TCS Media North.



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