The hardest word for the hardest truth
This powerful ad for Parents for Future UK tackles the over use of the word ‘sorry’, contrasting it with the more serious apology we may owe our children if we ignore the climate crisis.
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Credits
View on- Agency Droga5/London
- Production Company Agile Films
- Director Jamie Whitby
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Credits
View on- Agency Droga5/London
- Production Company Agile Films
- Director Jamie Whitby
- Executive Creative Director Forrest Boleyn
- Creative Director Ed Redgrave
- Global Executive Creative Director Karen Short
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Droga5/London
- Production Company Agile Films
- Director Jamie Whitby
- Executive Creative Director Forrest Boleyn
- Creative Director Ed Redgrave
- Global Executive Creative Director Karen Short
This new campaign created by Droga5 London and Potential Energy Coalition, was created for Parents for Future UK and cleverly riffs on the Great British tendency to over-apologise.
Directed by Jamie Whitby, through Agile Films, the hero film Sorry reveals the plethora of totally pointless expressions of remorse the British sprinkle into our every day encounters.
It cleverly contrasts these everyday ‘sorries’ with one far more serious one that could be looming and springs from research from Potential Energy Coalition, showing that the desire to protect future generations is the most effective motivator for climate action.
Ed Redgrave, Creative Director, Droga5 London comments: “As Brits we say ‘sorry’ for anything. ‘Sorry’ (you walked into me). ‘Sorry’ (can I sit on the seat your bag is on?). ’Sorry’ (you’re talking utter nonsense). It’s an instinctive, reflex reaction to avoid confrontation. But when it comes to climate change – I’m sorry – we can’t afford to be British about it. Or one day, we’ll be making an apology to our children that we really don’t want to make.”
