In this week’s installment of creepy-as-shit PSAs from the U.K., we have a campaign from agency 18 Feet and Rising about the apparently quite talkative inner demons that people with a gambling problem struggle with.
Two spots below are part of a new “Voices” campaign aimed at young people 15-24, recently identified as a risk group in data from the Gambling Commission. The campaign is also notable for being directed by Tom Tagholm of Park Pictures, well known for making the original and stunning “Meet the Superhumans” Paralympics ad for Channel 4 back in 2012.
The new campaign—for BeGambleAware, the leading charity in the U.K. committed to minimizing gambling-related harm—personifies addicts’ troubled inner voice in the form of a creepy bystander who has clearly watched Ben Kingsley in Sexy Beast more than one.
The unsettling spots certainly leave an impression. Will addicts see themselves in these scenarios? Perhaps, though the sad truth is that any addiction is not something that can easily be scared out of you.
Agency: 18 Feet and Rising
Executive Creative Director: Anna Carpen
Creative Director: Will Thacker
Creative: Will Thacker, Louis Jopling
Agency Producer: Russell Taylor
Assistant Producer: Lewis O’Brien
Business Director: Adrienne Little, Andrew Barnard
Senior Account Manager: Emma French
Strategist: Jack Carrington, Frances Docx
Production Company: Park Pictures
Director: Tom Tagholm
Executive Producer: Stephen Brierley
Producer: Nick Goldsmith, Sophie Hubble
Co Producer: Freya Silk
DOP: Mauro Chiarello
Editor: Leo King at Stitch
Prod Designer: Simon Davis
Post Production: MPC
Colourist: George Kyriacou
VFX artist: Kamen Markov
Post Production Producer: Amy Richardson
Sound: Anthony Moore at Factory
Media: Goodstuff Communications (Rob Donnellan)
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