A new quirkily humorous spot for burger brand Rustlers, the first work from Droga5 London, documents the life of an elderly man -- and it's a real misery memoir.
Every cliche of 20th century grimness is there from Victorian London onwards -- he's forced to be a chimney sweep, beaten by a sadistic teacher, endures the army and the Great Depression. Things don't go much better in the swinging sixties, when he's beaten up on a Peace march, the 80s, when he looks utterly defeated during an aerobics class, or the 90s, when yuppies and ravers annoy him. But it's not all grim -- finally, in old age, we see him smiling as he microwaves a Rustlers flame-grilled burger in 90 seconds. "What a time to be alive," says the message on screen.
Despite the age of the protagonist, the campaign is designed to engage the brand's core target audience of 16-24s. David Kolbusz, Chief Creative Officer at Droga5 London, said in a statement: "Long the late night snack of drunken louts and moody teenagers, Rustlers burgers are surprisingly delicious. They've just gotten a bum rap. Our mission was to align the perception with reality."
The film, directed by Steve Rogers at Somesuch, was shot in Hungary, where, according to Kolbusz: "Budapest is a great place to shoot if you're looking for a Venn diagram of depressing meets cinemagraphic." You heard it here first.