Attempting to boost morale as many lockdown restrictions remain in place, BBC Creative has teamed up with BBC Sounds and BBC Radio Stations to produce a new film for ‘The Great British Sing-A-Long’.
The ad takes a bird’s eye view of a block of flats, where the residents in lockdown sing and dance in unison to David Bowie’s 1977 hit ‘Heroes’.
The spot ends by encouraging people to join in the BBC’s Great British Sing-A-Long every Thursday at 9am on BBC’s pop Radio stations and BBC Sounds.
Lambros Charalambous, creative head at BBC Sounds said: “The BBC’s Great British Sing-A-Long has quickly become one of the nation’s favourite ways to stay connected and in good spirits during lockdown.
“We wanted to capture the spirit of togetherness it generated, but in a way that felt befitting of its scale. Step in a tower block and its residents, a camera crew consisting of drones, and a legendary song butchered in the spirit of togetherness.”
The ad is part of the BBC’s “Bringing Us Closer’ campaign, which has already included films promoting the work of the BBC’s educational programme ‘Bitesize Daily’, a poem by John G. Whittier read out by actor and star of BBC drama Luther, Idris Elba and a group of BBC News presenters joining forces to tell audiences ‘one day’ this will all be over.
Speaking on the Sing-A-Long’s role in the wider campaign, Claire Jullien, portfolio head of marketing at BBC Sounds said: “This film is part of the BBC’s mission in #BringingUsCloser. The campaign helps underpin the critical role the BBC is playing during this time by offering our listeners companionship, entertainment and a sense of connection.”