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16 February 2019

Fly in the face of convention.

by Andrew MacGregor


RAF: “Clichés” - 40s

Engine's winning entry for the Channel 4 Diversity in Advertising Award and the RAF targets sexism with a wry compendium of TVC platitudes. Riffing on the language of ads for cosmetics, clothing, and women's hygiene products, the film juxtaposes lines such as "I want to combat the signs of aging" with an entirely different kind of warfare.

This initial jarring effect is comically maintained throughout the 40" runtime, as numerous tenets of RAF life are partnered with bubbly voiceovers and superficial dialogue. Naturally, there is a serious message attached to these audio-visual antics.

The organisation insist applicants should be defined by their ability, not stereotypes. As viewers tune into the ad's canny structure, one hopes it prompts a more enlightened and less hackneyed approach to the portrayal of women in advertising.


Creative Agency: Engine
CCO: Billy Faithfull
Creative Director: Christopher Ringsell
Creative: Olly Courtney
Account Team: Joe Bowen-Hall / Louise Hayward / Richard Williams
Strategy: Ronaldo Pegoraro / Georgina Murray-Burton / John Crowther / Matt Rhodes
Agency Producer: Nosisa Majuqwana
Film Production: Rattling Stick Ⓟ Ⓦ
Director: Sara Dunlop ♀ Ⓟ Ⓦ
Cinematographer: Nanu Segal
Editor: Bill Smedley Ⓦ @ Work Ⓟ Ⓦ
Post Production: Sally Heath (Executive Producer) / Geri Krasteva (Producer) / Phil Oldham (Creative Partner) @ Absolute Post Ⓟ Ⓦ
VFX: Lora Nikolaeva / Jack Kennedy / Elliot Platt / Otis Guinness-Walker
Colourist: Matt Turner @ Absolute Post Ⓟ Ⓦ
Sound Designer: Aaron Taffel Ⓦ @ Grand Central Ⓟ Ⓦ

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