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30 October 2019


by Syd Briscoe

Central Office of Public Interest: “Choke” - 3 mins 10s

London rapper Drillminister is known for his politically-charged lyrics, having has used his rising fame to highlight government hypocrisy and social issues since he first came to the music scene's attention. Air pollution is the latest evil in his crosshairs, as the anonymous artist draws attention to the capital's toxic air with this promo-cum-PSA.

Directed by frequent collaborators Ruby and Boya, the film uses colourful smoke to shroud Drillminister as he criticises the systems which don't tackle climate change or take increased rates of death and disease seriously. A gritty grade amidst moments of polish only adds to the apocalyptic feel.

A closing shot of Ella Kissi-Debrah - who was medically proven to have died as the result of air pollution - is an emotional gut punch which ensures the blow, and the message, land with the urgency they deserve. This is work with a sharp social conscience which captures anger at being abandoned by the system frighteningly well.

Creative Agency: Abbott Mead Vickers BBDO Ⓟ Ⓦ
Creative Director: Toby Allen / Jim Hilson
Creative: Scott Kelly / Ben Polkinghorne
Account Team: Tessa Brisbane / Rachel Dymond / Anna Holloway / Lino Fortes
Planner: Talitha Turbin
Film Production: OB Management Ⓟ Ⓦ
Director: Ruby And Boya
Executive Producer: Otis Bell / Sam Holmes

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