Save the Children has opened fire on the UK government for its role in selling arms to Saudi Arabia.
The charity is raising the temperature on the government with a hard-hitting parody film, just in time to coincide with Defence and Security Equipment International (DSEI17), an arms convention taking place at the Excel Centre in east London from 12-15 September.
Dominic West, now of Dolmio fame, narrates the ad entitled 'Made in Britain', which is shot in the style of a classic car, or M&S Food-style close-up. A pan out reveals the item in question to be a Paveway IV laser guided bomb - a weapon used in airstrikes by the Saudi Arabia-led coalition in Yemen.
West said: "By lending my voice to the 'Made in Britain' film, I am standing side by side with Save the Children in calling on the British Government to suspend arms sales to Saudi Arabia.
“Weapons supplied by British manufacturers have been used by the Saudi-led coalition in Yemen – and we know the coalition has killed or injured thousands of children and bombed dozens of schools and hospital.
“For me, as a proud Brit, this is completely unacceptable."
Vote for the ad in The Drum's Creative Works below.