HMRC launch mobile app with new campaign

In collaboration with agency Pablo, Stink Films UK and Eoin Glaister present the latest campaign for HMRC. Introducing the tax department agency’s new mobile app, the spot shows how one can cut through the noise and be relieved of tax chaos.

The ingenious 30” sequence directed by Eoin Glaister sees our hero, Frank, at the heart of the UK’s most hectic pizza joint. From ping-pong games in the kitchen, to a Yeti living in the walk-in freezer, a scuba diver lost in thought and a delivery driver with a jetpack, the chaotic scenery draws parallels with the complexity one often finds when filing taxes. However, in the story, Frank remains unfazed, as though the chaos cannot permeate his clarity. A perfectly executed performance by Jeremiah Adewunmi, we find Frank’s peace pertains to the freedom he’s already found through the new HMRC app.

Glaister cleverly juxtaposes chaos and absurdity with the calm and collected nature of the main character, alluding to the benefits that the new app will bring to users. A departure from HMRC’s previous commercials in style and tone, the work draws from hyper stylised coming-of-age teen film and TV, recently re-popularised by shows such as Stranger Things.

HMRC – You’re On It

Credits

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Agency Pablo/London
Production Company Stink/UK
Director Eoin Glaister

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Credits

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Agency Pablo/London
Production Company Stink/UK
Director Eoin Glaister
Ad Agency TMW Unlimited/London
Executive Producer Kate Sharpe
Editing Shift Post
Editor Saam Hodivala
Audio Post Sine Audio Post Production

Managing Audio Director Julian Marshall
Lead Audio Engineer Phil Bolland
Managing Director Harriet Knight
Executive Creative Director Tim Snape
Creative Director Leigh Wallace
Creative Director Gary Lathwell
Senior Designer Emile Toledo
Senior Designer Catherine Smith

Head of Production (HP) Charlotte Lipsius
Producer Sophie de Lacey
Producer Tristan Baker
Producer Andrew Rawson
DP Spike Morris

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Glaister worked closely in collaboration with Pablo’s creative team to bring the spot to life in a fun and engaging style, intentionally crafted to appeal to the younger, digitally-fluent UK generation.

“Initially I took the job to get into HMRCs good books but on discovering the script was very good and featured a naughty Yeti I decided I better pull my finger out. Gary and Leigh are my favourite type of creatives. The yes and type. This was one of those dream jobs where everyone is pulling in the same silly direction. (Plot twist, turns out HMRC are in fact really nice and think Talking Pizzas are a good idea.)... 12 hours shooting in a tiny kitchen at the height of summer sounded like fun - an opportunity to cosplay The Bear and practise our “Yes Chef”s. The reality was more gruelling. Particularly for the Yeti. Very grateful to the superb crew who made lots with little and facilitated increasingly outlandish last minute requests such as Jet Pack? with aplomb.” said Eoin Glaister, Director, Stink Films.

The integrated campaign, running from November, includes video on demand, digital audio, out-of-home ads, social media and influencer partnerships.