NEWS: Y&R and Tony Kaye hit movie audience with homeless film

Young and Rubicam has got together with Tony Kaye Films to produce a cinema commercial for St Mungo’s, the largest London charity for homeless people.

Young and Rubicam has got together with Tony Kaye Films to produce a

cinema commercial for St Mungo’s, the largest London charity for

homeless people.



The star of the film, David Ribeiro, who was himself homeless until he

was helped by St Mungo’s, is backing up the ad by begging outside the

north London cinema where it is showing.



Inside the auditorium, Ribeiro appears again, this time on the cinema

screen, challenging the audience: ‘Remember me? I’m the bloke you just

ignored outside. You can’t ignore me now.’



He goes on to say that one organisation that did not ignore him was St

Mungo’s, which found him a home.



The commercial, which is shot in black and white, was directed by Mark

Williams at Tony Kaye Films. It was written by David West and art

directed by Richard Denney.



To minimise costs, everyone involved in the ad gave their time and

expertise for free, while media space at the Screen on the Green cinema

in Islington was also donated without charge.



Y&R is currently in talks with other cinema owners who have also

expressed an interest in running the commercial.