Creativity

UN Women highlights stereotyping in ads in this eye-opening short 'casting call' film

Joanna Bailey directs spot for the Unstereotype Alliance

By Alexandra Jardine. Published on Jun 26, 2018

Editor's Pick

Male and female actors audition for roles in commercials that are all too familiarly recognizable in a short film from UN Women highlighting gender and diversity stereotypes that debuted at Cannes.

A man auditions to play a "hopeless dad" who puts a red sock in the laundry, a "mother" irons and does housework with a rictus grin on her face and an Asian actor is told to "do it in an Indian accent."

Later on, we see interviews with the various actors relating how they are always put up for the same roles despite having more to offer-- for example a young female dancer who trained with the Royal Ballet who is usually cast as a "sexy dancer." It's thought-provoking stuff, and the film ends with the actors holding up boards describing roles they want to play, rather than the ones they are cast in.

The tagline of the film, now running on social media following its premiere in Cannes, is "the problem is not seeing the problem." It was directed by Joanna Bailey of Snapper Films and created by MullenLowe London on behalf of its client Unilever for UN Women's industry-led Unstereotype Alliance movement.

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Credits

Date
Jun 26, 2018
Client:
UN Women
Agency:
MullenLowe London
Chief Creative Officer:
Jose Miguel Sokoloff
Global Creative Director:
Alex Okada
Creative Team:
Jorge Eliecer Pinto
Creative Team:
Juan Pablo Maldonado
Unilever COO:
Helen Bell
Global Business Director:
Liann Al-Chami
Global Planning Director:
Ayesha Walawalkar
Global Account Manager:
Marina Damato
Global Account Executive:
Safae Bouazz
Producer:
Luke Judlin
Director, Integrated Production:
Trudy Waldon
Designer:
Rob Hare
Production Company:
Snapper Films
Director:
Joanna Bailey
Executive Producer:
Helen Hadfield
Line Producer:
Rosie Pike
Edit:
Speade
Editor:
Sam Sneade
Edit Assistant:
Sam Allen
Sound:
Wave
Sound Designer:
Ed Downham
Head of Integrated Production:
Ben Tomlin
Production:
Jenn Saunders
Music Agency:
SixtyFour Music
Music Supervisor:
Joe Rice
Composer:
KLANG
Track Title:
Alliance
Visual Effects:
The Mill
Executive Producer:
Colin Oaten
Production Coordinator:
Dan Crozier
2D Lead Artist:
James Pratt
Color:
The Mill
Colorist:
Seamus O'Kane
Color Producer:
Charlie Morris

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