Ad of the Day: Michael Socha stars in horror film tackling workplace classism
The This Is England actor fronts Creature London’s scary movie for the Social Mobility Foundation.
Following on from last year’s ’Class Polish’ campaign, the Department for Opportunities – Social Mobility Foundation’s advocacy and campaigning arm – has developed another ad to raise awareness of the class pay gap.
In ‘Stay Down,’ viewers see Michael Socha portraying a working-class-hero-type character. Throughout the spot he is ridiculed and patronized due to his upbringing. He’s told to use his accent a “little less” and that he’s not “right” for the role, seemingly without much explanation. This is to portray that classism is still holding people back in the workplace.
Directed by Thomas James and soundtracked by Radiohead’s No Surprises, the ad also features actors Jo Hartley and Jonathan Hyde.
Credits
Client: Department for Opportunities (part of Social Mobility Foundation)
Head of advocacy and campaigns: Rosalind Goates
Campaigns officer: Melissa Aitchison
Agency: Creature London
Chief creative officers: Ben Middleton and Stu Outhwaite-Noel
Creative director: John Osborne
Creative: Adi Hussain
Design: Ryan MacEachern
Head of integrated production: Kristie Girvan
Producers: Lilly Alter
Account director: Ciara O’Brien
Senior account manager: Alice Mercer
New business and marketing director: Kelly Taylor
Strategist: Jenika Hadipour
Production: OB Management
Director: Thomas James
Head of production/exec producer: Sam Holmes
Producers: Rob Jelley and Marija Djikic
DOP: Adam Barnett
Edit house: Whitehouse Post
Editor: Jake Armstrong
Grade house: Black Kite
VFX: Alex Dubrocard, Nomad/Elmntl
Colorist: Richard Fearon
Music company: Major Tom
Head of production and music supervisor: Jacob Wheeler
Music: No Surprises by Radiohead
Composer: Högni Egilsson
Performer: Seil Lien
Sound house: 750mph
Sound engineer: Mike Bovill
Media: Wavemaker
Strategy and planning: Lisa Thompson
Media partners: City Outdoor, Clear Channel, Pearl & Dean, Hearst, Mail Metro Media and The Guardian
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