Ad of the Week: Age UK, Time Flies

Our slightly delayed Ad of the Week is this new spot for charity Age UK which launches today. Created by Karmarama and directed by Nadav Kander, the film is a beautiful eulogy on the ageing process, set to a poem by Roger McGough…

Our slightly delayed Ad of the Week is this new spot for charity Age UK which launches today. Created by Karmarama and directed by Nadav Kander, the film is a beautiful eulogy on the ageing process, set to a poem by Roger McGough…





 

The spot launches during a particularly busy (and creative) time within the charity sector, with many excellent ads released of late. While much of this work has taken a shock approach, however, this film is more gentle. The poem, which in the version above is voiced by Christopher Lee, muses on what it’s like to grow old, while a series of people aged from 0 to 100 take us on a journey through the decades. The film is thought-provoking and elegant (as long as you ignore the last frame, with Age UK’s logo, about which the less said, the better).

There is also a shorter version, voiced by actor Jonathan Pryce, shown below:

The ad was shot by Nadav Kander, who while world-renowned for his photography is less well known for his moving image work. In the next issue of CR, out later this week, he and Karmarama ECD Sam Walker talk about the process of making the film, and how it relates to Kander’s stills work. Shown above are two photographs from the shoot by Callum Head, which offers a hint of how it was done: there will also be more of these in the issue.

Credits:
Agency: Karmarama
ECDs: Sam Walker, Joe de Souza
Creatives: Sam Walker, Joe de Souza, Wayne Hanson, Jeremy Willy
Production company: Partizan
Director: Nadav Kander
DOP: Tm Sidell
Offline editor: Sam Sneade
Post production: The Mill

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