Saatchi & Saatchi London has created a 60-second film for the not-for-profit, non-party political organisation Operation Black Vote that encourages people to register to vote to continue to make their voice heard after protests last year.
The ad, which was created by Emily Downing and Olivia Weston, opens on a still image of a person holding a Black Lives Matter sign, with the words then disappearing from the sign as a voiceover starts to remember last year's protests in the UK.
"60 cities across the nation woke up and got ready for action," the voiceover says, before referencing the 35 arrests, celebrity endorsements and thousands of participants at the heart of the protests in the wake of the death of George Floyd after a police officer knelt on his neck for 8 minutes, 46 seconds in the US in May 2020.
The ad also references Diversity’s dance routine on ITV’s Britain’s Got Talent, which received more than 24,000 complaints for its references to Floyd's death and the wider impact of coronavirus, poverty and capitalism.
The film ends by warning all the protests and petitions could be "for nothing" and urging viewers to register to vote. The deadline for registering to vote in May's elections is 11.59pm on Monday 19 April.