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26 October 2018

Sit and putter? No chance.

by Andrew MacGregor

Sport England: “Fit Got Real” - 60s

Sport England's latest kick up the nation's collective backside comes courtesy of director Georgi Banks-Davies, and what follows is another sweaty, relatable rallying cry to women ready to bid the sofa adieu.

Keen to make an extra song and dance about their 2018 fitness drive, Barbra Streisand's ‘Don't Rain On My Parade' accompanies a well-judged montage of budding joggers, swimmers, and hula hoopers… some with child in pram.

The outcome is suitably diverse and pacy, but subtle moments of humour (see a trampolinist imposing height restrictions on herself) and an opportune water break make this another approachable - and worthwhile - exercise.

Creative Agency: FCB Inferno Ⓟ Ⓦ
ECD: Owen Lee
Creative: Ali Dickinson / Jack Walker
Account Director: Alice Poole
Strategy: Tom Lindo
Strategy Director: Vicki Holgate
Head of TV: Nikki Chapman
Creative Production: Bridie Scriven
Film Production: Skunk Ⓟ Ⓦ
Director: Georgi Banks-Davies ♀ Ⓟ Ⓦ
Producer: Cathy Green
Executive Producer: Kate Taylor
Cinematographer: Todd Banhazl
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: UNIT Ⓟ Ⓦ
Colourist: Simone Grattarola @ Time Based Arts Ⓟ Ⓦ
Sound Designer: Ben Gulvin Ⓦ @ 750MPH Ⓟ Ⓦ
Music: Don't Rain On My Parade - Barbra Streisand

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