If your new year has already got off to a stressful start (what with Australian bushfires and war erupting in the Middle East), a new film from the U.K.'s National Trust, celebrating its 125 year anniversary, may be just the antidote.
The ad, the first work from Wieden & Kennedy London for the organization, which controls large areas of rural land as well as historic buildings throughout the U.K., contrasts the noise, pollution and stress of urban life with the calming power of nature.
Directed by Anthony Dickenson of All Mighty Pictures, the spot starts with a montage of hectic images from everyday life, including a baby crying, vacuum cleaners and toasters, a bus splashing through rainwater, a garbage truck and a noisy dance floor. It then intersperses them with footage of beautiful woods, rippling waves, butterflies on a lilac bush and more while invoking the words of co-founder Octavia Hill from 1883: “We all want quiet. We all want beauty. We all need space.” By the end, you might even be feeling quite calm.
“The quote from founder Octavia Hill, which runs through the work, reminds us how we all need nature and is still as pertinent today as it was all those years ago," said Tony Davidson, executive creative director, W&K London, in a statement. "We wanted to bring people a sense of calm and remind them how it feels to be at one with nature.”