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21 October 2019

The Dickensian aspect.

by Andrew MacGregor


BT: “A Tale of Two Cities” - 90s

To borrow a phrase from The Wire, we must discuss the Dickensian aspect of BT's latest commercial, wherein a self-assured young girl recites the opening paragraph from ĎA Tale of Two Cities' on her way to school. While Dickens' novel was set during the French Revolution, Saatchi & Saatchi's 90" efforts covers a different kind of revolution.

For better or worse, technology pervades the narrator's world, be it smartphones, self-driving vehicles, or CCTV. Such advances inevitably have their drawbacks, but the advertised telecoms firm believe a new, tech-savvy generation can accentuate the positives.

All of this is beautifully captured by director Max Malkin, who makes the most of the ad's early morning gloom. The precocious lead - who has an air of Felicity Jones about her - can't quite make the script pop, however, while the organ-heavy score is more oppressive than uplifting. Neither the best nor the blurst of times then.


Creative Agency: Saatchi & Saatchi Ⓟ Ⓦ
CCO: Guillermo Vega
ECD: Ben Beazley
Creative: William Helm / William Brookwell / Ryan Price
Head of Film: Rebecca Williams
Ass't Prod (Agency): Anya Culling
Film Production: PrettyBird Ⓟ Ⓦ
Director: Max Malkin Ⓟ Ⓦ
Producer: Matt Wersinger
Production M'ger: Marian Mikhail
Production Ass'nt: Anneliese Meisel
Executive Producer: Juliette Larthe / Ted Thornton
Cinematographer: Max Malkin / Florian Hoffmeister
Gaffer: Chris Dowling
Production Designer: Dan Betteridge
Location Manager: Mike Baldock
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
VFX: The Mill Ⓟ Ⓦ
Colourist: Seamus O'Kane @ The Mill Ⓟ Ⓦ
Music Supervision: Finger Music Ⓟ Ⓦ

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