By Amy Houston | Senior Reporter

October 27, 2022 | 3 min read

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.


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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