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24 May 2019

Rhythm and sweat.

by Andrew MacGregor

MDJS: “Clap” - 90s

Patience is key in this ad for Moroccan Games and Sports (MDJS), which pays tribute to those who strive for athletic success even when it seems beyond their grasp. To help Morocco's next generation of stars focus, the lottery sports funding organisation trigger a slow but steady applause across 90".

As solitary claps echo in the background, athletes from numerous disciplines (swimming, running, and gymnastics to name but a few) demonstrate why they deserve a helping hand; refusing to let setbacks in training daunt them.

Even if the ad riffs on a familiar formula, the stakes are nicely conveyed by director Hadi as the exertion mounts and the claps quicken. Whether the featured athletes hear the large-scale applause they crave depends on the advertised organisation, though.

Director: Hadi Ⓟ Ⓦ (Thomas Thomas Ⓟ Ⓦ)
Cinematographer: Luke Jacobs
Colourist: James Bamford @ The Mill Ⓟ Ⓦ
Sound Designer: Nick Rapaccioli

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