Sound Makes a Powerful Statement in This U.K. Newspaper Ad
Rattling Stick's Ivan Bird Directs Film for the Times and Sunday Times
Apr 27, 2016
Donald Trump, the European refugee crisis, Syria and terrorism all feature in this powerful film from the U.K.'s Times and Sunday Times newspapers, the first ever joint campaign for the two titles. But it's the sound -- or lack of it -- that makes the most powerful statement.
Featuring a montage of significant headline moments from around the world, the commercial, directed by Rattling Stick's Ivan Bird for CHI & Partners, uses the technique of isolating one unexpected sound from each scene. For example, with Trump it's simply his footstep as he walks into a rally, while footage of a raft full of refugees arriving at sea is accompanied simply by a child crying. As police in riot gear run into a house, all we hear is the sound of a kids' cartoon on the TV. All the other noise is blocked out. The ad ends with the tagline "Cut through the noise to the stories that matter."