In a new spot by agency Don't Panic London, Jasmine Jobson, star of Netflix series "Top Boy," stars as a young woman who bolts upright in bed in a panic and goes racing out of the house through the streets of London in pursuit of a speeding garbage truck.
The chase takes on the feel of an action thriller with as we see Jobson making daring leaps and fast-paced sprints before she finally catches up with the truck by jumping off a bridge.
She was driven to such extremes because of a silly mistake—in the end, we see her hand emerge from under a mountain of trash in a garbage dump, holding up a plastic bottle. "Wrong bin," she says to the dump workers.
The ad, titled "We've all been there," is from environmental charity Friends of the Earth and puts an fresh spin on capturing our eco-anxiety in a category largely occupied by dystopian, depressing scenes of our planet and its wildlife under threat. The spot goes on to reassure viewers that while they might feel anxious, Friends of the Earth has a plan for tackling climate change.
“One of the most telling elements of producing this idea, is how everyone on the crew identified with the issue," said Rick Dodds, creative partner, Don’t Panic, in a statement. “Everybody had a story about feeling eco-anxiety over one thing or another. Jasmine Jobson really embodied it, and she was simply brilliant—throwing herself into chase scene after chase scene over three, freezing cold nights in South East London.”
He added that the intention was to make the spot not feel like a typical charity film. "We wanted to create a high-intensity, Hollywood-esque chase scene that got pulses racing," he said. "The more dramatic we made it, the more humor there would be in the reveal; it was all for a plastic bottle she’d put in the wrong bin.”
The film was directed by Eoin Glaister at Stink Films. It was shot using an Arri Alexa mini, while fast-action scenes were filmed with the help of a rickshaw, mori and a Maxima rig. For the bridge scene, a deserted road in the former Olympic park was used, and a stunt double took the plunge for Jobson.
It’s running across Facebook, YouTube, Instagram and Twitter, as part of Friends of the Earth’s wider climate campaign #TakeBackTomorrow.