A change in perspective can change everything
Skinheads and The Guardian, Dolmio and Muppet-style puppets. The Core Agency’s creative partner, Christian Finucane, argues why changing things up can pay marketing dividends.
When I was studying art and design in the UK, I was shown a TV commercial so simple and powerful that it changed my perspective on creativity. Its impact single-handedly reinforced my desire to get into advertising. It was a spot for The Guardian newspaper.
The gritty black and white film opens up on a fierce looking young skinhead on a city pavement running towards camera, you get the sense that someone is about to attacked.
Over that footage we hear a voiceover, “An event seen from one point of view gives one impression.”
Then, shot from another point of view, we see the skinhead is running towards a businessman who looks terrified as he braces himself for what appears to be an immanent aggressive mugging.
