An 80-Year-Old Man's Life of Total Misery Takes a Happy Turn, Thanks to a Hamburger

Droga5 London's First Work for Rustlers

By Alexandra Jardine. Published on Nov 03, 2016

Editor's Pick

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.

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Nov 03, 2016
Droga5 London
Chief Creative Officer:
David Kolbusz
Executive Creative Director:
Rick Dodds
Executive Creative Director:
Steve Howell
Senior Art Director:
Charlene Chandrasekaran
Senior Copywriter:
Dan Morris
Junior Copywriter:
Teddy Souter
Junior Art Director:
Frazer Price
Chris Chapman
Account Director:
Alex Dousie
Director, Strategy:
James Broomfield
Head of Strategy:
Toto Ellis
Peter Montgomery
Chief Executive Offier:
Simon Walker
Director, Marketing:
Adrian Lawlor
Senior Brand Manager:
Elaine Rothballer
Brand Manager:
Atiyya Tailor
Production Company:
Steve Rogers
Managing Director:
Sally Campbell
Sally Campbell
Peter Knowles
Director, Photography:
Tat Radcliffe
Production Designer:
Tünde Caski
Editing House:
The Quarry
Jonnie Scarlett
Post Production:
The Mill
Sound Director:
String and Tins
Music Track:
Boyz Noize

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