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1 August 2019

The long and short of it.

by Andrew MacGregor


Britainís Beer Alliance: “The Horns Lodge Inn” - 30 mins

The Naked Gardener, Miserable Mick, Nick the Hat, Cheesecake Lynne, Crazy Jeff... these are just some of the Horns Lodge pub regulars mentioned in this engaging film by the Britain's Beer Alliance, who aim to rally the nation's lapsed pubgoers before their locals shut down for good.

The twist here is that all seems well in this East Sussex boozer. Punters reminisce about when the Horns Lodge became their first port of call for companionship or solitude, while some offer a florid defence of the traditional English watering hole.

Despite the advertised thirty-minute running time, however, the ad actually 'ends' around the six-minute mark - a hard cut that reveals the Horns Lodge's true fate. The hope is that disrupting the viewer like this will make the prospect of sudden pub closures hit home even harder.


Creative Agency: Havas London Ⓟ Ⓦ
CCO: Mark Whelan
Creative: Simon Connor / Stephen Cross / Lyndarn Harrison
Account Team: Jennifer Black / Holly Creasey / Michael Freeman / Oliver Bradbury / Kat Harding
Planner: Gus Powell / Ravi Matharu
Agency Producer: Katie Wood
Film Production: Smuggler Ⓟ Ⓦ
Director: Chris Smith Ⓟ Ⓦ
Producer: Kate Noble
Cinematographer: Patrick Smith
Editor: Leo King Ⓦ @ Stitch Ⓟ Ⓦ
Post Production: Untold Studios Ⓟ Ⓦ
Colourist: Paul Harrison @ Freefolk Ⓟ Ⓦ
Sound Designer: Adam Smyth @ String and Tins Ⓟ Ⓦ

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