What a year it’s been. Stockpiling toilet roll and clapping for our carers seem like a distant memory — but as we close out the year and move forward into 2021 — beach holiday experts, On The Beach want to share a message of hope in this stirring new film created by Uncommon Creative Studio.
The work stars none other than rock icon Iggy Pop — whose distinctive gravelly tones have previously featured in work for the brand in a campaign last year where Iggy told stories of the worst weeks of people’s lives — this year, he calls out one of the worst years we’ve all collectively felt.
Iggy helps us all look forward in a moving monologue, which draws on anecdotal details that made 2020 one of the most memorable years yet. With his years of experience, Iggy knows better than most, that all things pass with time. In this powerful speech, he inspires hope and encourages the UK not to rush back to the beach and know that someday we’ll be able to go on our dream holidays again.
The film opens on a man dancing freely on a pier with a calming lapis ocean behind him. We then move to the calm of an almost empty beach, the shot slowly tracks along the quiet beach, until we’re interrupted by a crowd of people running across its sandy shore. Iggy’s voiceover interrupts the joyous slow-motion sequence of running excited beachgoers, to deliver a powerful message of hope, as he looks back on the ups and downs of 2020.
From paying tribute to the restrictions the pandemic brought such as being stuck inside, working from home and sanitising our hands enough to last a lifetime. To also drawing attention to the disturbed life events that have occurred with many weddings cancelled and graduations postponed. He sums up the nation’s feelings perfectly, as we look forward to welcoming a new year: “We got angry, we got sad, we cried. But we picked ourselves up and we started again, knowing that the sun is always shining somewhere.”
The work is set to the poignant orchestral interlude from Iggy’s own track ‘Sunday’, taken from his latest album ‘Post Pop Depression’. The work was directed by Uncommon’s ECD Sam Walker through Pulse Films.
Leading online beach holiday experts could have chosen a traditional Christmas ad that pushed sales but instead, On The Beach chose to share a more meaningful and disruptive approach — celebrating the redemptive and restorative power the beach can hold for us all. The work emphasises the truth that at some point, someday, we will all be able to go on our dream holiday again. Because everything’s better on the beach, and it’s ready and waiting for us. Continue reading on LBB…