Ad of the Day: Giffgaff sets the Halloween scene in a surreally dystopian nightclub

Giffgaff is continuing its run of its run of high-profile Halloween films with 2am, a four-minute short set in a nightclub where not all is as it seems.

This year’s story follows Lucy on her quest to find her boyfriend in the middle of a busy nightclub. The evening’s fun soon takes a dark turn when she becomes disoriented, unable to communicate and lost in a never-ending corridor.

Lucy then finds herself in a surreal space where her boyfriend and friends are in the process of what looks to be an alien cloning experiment. She has to make a choice – stay or go – which is Giffgaff’s core proposition.

The film was developed and created in-house, and even directed by brand director Tom Rainsford.

Abi Pearl Ward, head of advertising at Giffgaff, said: "This is our fifth year supporting Halloween with a film, and this year we've gone bigger, bolder and longer. Halloween costumes and makeup play such a massive role when people are getting ready and having a big Halloween night out [so] we wanted to play with that, in a modern horror way, with our own twist making this film feel bang on trend.”

giffgaff: 2am

Added 27 October 2017
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Katie Deighton

Katie Deighton is The Drum’s senior reporter for creative and video, based in London. She produces, films, presents and edits the title’s editorial video output, including series such as Anatomy of an Ad, Creative Pursuits and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing.

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