Sound Makes a Powerful Statement in This U.K. Newspaper Ad

Rattling Stick's Ivan Bird Directs Film for the Times and Sunday Times

By Alexandra Jardine. Published on Apr 27, 2016

Editor's Pick

Donald Trump, the European refugee crisis, Syria and terrorism all feature in this powerful film from the U.K.'s Times and Sunday Times newspapers, the first ever joint campaign for the two titles. But it's the sound -- or lack of it -- that makes the most powerful statement.

Featuring a montage of significant headline moments from around the world, the commercial, directed by Rattling Stick's Ivan Bird for CHI & Partners, uses the technique of isolating one unexpected sound from each scene. For example, with Trump it's simply his footstep as he walks into a rally, while footage of a raft full of refugees arriving at sea is accompanied simply by a child crying. As police in riot gear run into a house, all we hear is the sound of a kids' cartoon on the TV. All the other noise is blocked out. The ad ends with the tagline "Cut through the noise to the stories that matter."

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Apr 27, 2016
CHI & Partners
The Times/Sunday Times
Director, Marketing:
Catherine Newman
CHI & Partners New York
Head of Brand Planning and Strategy:
Jodie Jenkins
Brand Marketing Manager:
Claudia Collins
Chief Creative Officer:
Jonathan Burley
Creative Director:
Robin Garton
Creative Director:
Micky Tudor
TV Creative:
Micky Tudor
TV Creative:
Jonathan Burley
TV Creative:
Dan Watts
TV Creative:
Greg Milbourne
TV Creative:
Andy Peel
TV Creative:
Jim Bolton
TV Creative:
Lance Crozier
Chief Executive Offier:
Sarah Golding
Chief Strategy Officer:
Neil Goodlad
Managing Director:
Danny Josephs
Creative Planner:
Matt Nixon
Head of Broadcast Production:
Zoe Barlow
Adam Henderson
Account Director:
Catrin Tyler
Account Director:
Hannah Jones-Walters
Account Executive:
Jess Sammonds
Production Company:
Rattling Stick
Ivan Bird
Production Company Producer:
Emily Atterton
Post Production:
Stitch Editing
Richard Woolway
Offline Editing:
Big Buoy
Jonathan Murray
Audio Producer:
Wave Recording Studios
Sound Engineer:
Tony Rapaccioli
Nick Rapaccioli
Business Director:
Charlotte Jeffries

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