The TV advert from Refuge’s powerful and much talked about reversible poems campaign, which sets out to raise awareness of domestic violence, created by McCann Bristol, is set to premiere on Sky1 on Christmas Day during James Corden’s Carpool Karaoke.
Award-winning director Steve Reeves of Another Film Company created the two powerful 60-second films shot on one continuous rolling film. The camera starts low on the actors’ faces to capture the joy and excitement of Christmas, as the poem turns, the camera rolls back in and moves to position above the actors to heighten their vulnerability.
Maxine Peake, a long-standing supporter of Refuge, provides the voiceover for both films, which are rated 12A. Mistletoe will premiere on Christmas Day, featuring Grace Stotesbury, 23, in her first TV film role. Meanwhile Sasha Frost, 34, acts in Auld Lang Syne, which comes with an extra caution due to content of a distressing nature.
Leicester Square Odeon and Haymarket Empire will screen the films between 4th- 10th January. A radio advert featuring Maxine Peake airs on Planet Rock and Heat Radio from Christmas Eve to New Year’s Eve.
The poems were created by Zane Radcliffe and Ken Sara of McCann Bristol. Post-production was by Craft London, Cherry Cherry and sound and audio by SNK. FleishmanHillard Fishburn and McCann provided PR for the campaign. Media was negotiated by Universal McCann across McCann’s Bristol and Birmingham offices. Everyone involved in the campaign has donated their services to Refuge free of charge.