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Ads We Like: Police Now uses the maligned 90-second ad to explain how anger works


By Katie Deighton, Senior Reporter

August 21, 2018 | 3 min read

The launch film of Take 90, a platform aiming to tackle acts of aggression spiked by anger, demonstrates the power and attention a 90-second single shot can hold.

Take 90

Take 90

The Take 90 campaign aims to reduce acts of aggression by educating the public on the psychology of anger, particularly the fact that feelings of rage often dissipate within 90 seconds.

Developed by Grey London, the debut film features an actor furiously ranting directly at the camera. However it becomes clear that his voice – which is calming and measured – does not correspond to the actor’s frustrated facial expressions and body language.

Take 90 has been launched by Police Now, a charity that recruits and trains graduates to become neighbourhood police officers, and supported by more than 90 organisations including Calm, London First, Vice Media, Unilad and Facebook.

A WPP collective comprising Cohn & Wolfe, Hill+Knowlton, Group M and PSB Research alongside Grey has also created posters and long copy press ads. The latter take 90-seconds to read and describes exactly what happens physiologically to those experiencing anger.

Mindfulness app Calm has also created bespoke meditations designed to dispel feelings of anger, while a suite of ‘angry-mojis’ and influencer content will be rolled out across social media.

“Some violence has complex causes, but often violence is caused by people feeling angry and reacting in that first 90 seconds,” said Tor Garnett, co-founder of Police Now and Take 90 initiator. “If we let those moments of anger lead to aggression, whether it’s during an argument with a friend or stranger or getting squashed on the commute, it makes people feel unsafe, unhappy and cross and can use up people’s time and attention in a very negative way.

“Take 90 is an effective practical tool that we can all use and share with others to help keep our cool – it’s not always easy but it is essential if we are to live happily in a diverse and busy world.”

Take 90: advert-body-3 by Grey London

By Take 90

Overall Rating 4/5

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