Ad of the Day: Comic Relief celebrates supporters with Joanna Lumley in tow
Comic Relief has kicked off its Red Nose Day 2022 campaign with the help of Dame Joanna Lumley, evolving its ‘Funny is Power’ platform by celebrating the people at the heart of the charity’s success – its fundraisers.
Joanna Lumley in the 2022 ad for Red Nose Day by Leo Burnett London
Like many charity organizations, Comic Relief has struggled to keep up momentum following the economic stresses of lockdown, and even prior to the pandemic it was struggling to keep viewers engaged in its annual TV events.
However, unlike previous campaigns that have centered on the issues Comic Relief endeavors to tackle – poverty, violence, discrimination – this year’s ad centers the British public who raise money every year.
The 60-second launch film heroes some of the many things people can do to get involved, whether it be making a donation via the Comic Relief website, fundraising by selling cupcakes in costume, or purchasing an iconic Red Nose.
Jo Cullen, head of marketing and media at Comic Relief, says: “Over the years, Comic Relief has raised over £1.4bn with the great British public. We are constantly blown away by people’s generosity and the support given to every Red Nose Day. Making this campaign all about the wonderful people who donate and fundraise for Red Nose Day seemed like the most natural thing in the world to do.
“With our brand film this year, we have focused on simple messages around the ways you can get involved. We want people to know more than anything that whatever they decide to do, they really can help change someone’s life for the better. Comic Relief was founded on determined optimism and this is the heart of our communications.”
The film, which was made in collaboration with Leo Burnett London, stars Dame Joanna Lumley who serenades people who have got involved in the fundraising efforts to the tune of Lovin’ You by Minnie Riperton – all delivered with her own comic touch.
Chaka Sobhani, global chief creative officer at Leo Burnett London, says: “Who doesn’t love a bit of Joanna Lumley serenading you? It’s been an absolute delight to create something with and for the institution that is Comic Relief. Hopefully we’ve made something funny enough to live up to its brilliant history of educating us and doing such amazing things while also making us laugh. It really is about ‘you’ and your power to change lives, even if you might not realize it.”
Cuts of the film will run across social and digital channels including Facebook, Twitter, Instagram, YouTube, TikTok and Teads. The film will be supported with static visuals and gifs that also hero the ways people have got involved this year.
The campaign will run for just over six weeks ahead of Red Nose Day on March 18.
