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25 June 2020

Lockdown? What lockdown?

by Jason Stone

Paypal: “Little Wins” - 30s

This is one of the first commercials we've seen made during lockdown which is unapologetic in its cheeriness. Thank God! The misreading of the public mood by the advertising industry has been woeful, and nothing has demonstrated this more clearly than their fear of being anything other than entirely sombre. Even ads which have sought to remind the audience that better times lie ahead have been dripping with existential dread.

There's been a lot of talk about 'a new normal' but precious little evidence that the advertising industry is adapting to this idea. Instead, it has displayed all of the agility of an arthritic table.

So it's a considerable relief to watch something which manages to shake off the gloom and focus on what's going right rather than what's gone wrong.

Everything about this commercial is upbeat from its music to the humour within its cute vignettes. And - best of all - instead of buckling to the tiresome trend of downgrading the production values to ensure that everyone knows it was made during lockdown, director Jacques Salmon and the team at 76Ltd have done everything they can to create a piece of film which looks to have been unencumbered by the current restrictions.

Film Production: 76Ltd Ⓟ Ⓦ
Director: Jacques Salmon Ⓟ Ⓦ
Producer: Phil Barnes
Production M'ger: James Whetherly
Production Ass'nt: Mabel Hopper
Executive Producer: Mark Murrell
Cinematographer: Paul O'Callaghan
Animals: Charlotte Wilde
Editor: James Littlemore
Post Production: Belinda Grew / Kirsty Murray / Ollie Ireland @ Absolute Post Ⓟ Ⓦ
VFX: Ben Robards
Colourist: Matt Turner @ Absolute Post Ⓟ Ⓦ
Music Supervision: Finger Music Ⓟ Ⓦ
Casting: Kate Evans / Rowena Pointer / Oliver Parsons
Music: 'Better As One' by The Heavy

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.