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17 July 2019

Aim higher still.

by Andrew MacGregor

Channel 4: “Those Who Go Beyond” - 60s

Channel 4 harness the legacy of the Apollo 11 Moon landing to emphasise their own progressive mantra in this 60" commercial. Using John F. Kennedy's speech from 1962 as a, er, launch pad, the broadcaster suggest what can be learned from the inaugural mission fifty years on.

As we've seen before, Channel 4 have a knack for creating a dialogue between past and present. Here, archive footage of the Space Race is intercut with shots of Donald Trump, melting ice caps, and civil unrest to emphasise how planet Earth's priorities have shifted... and not necessarily for the better.

Those who channel the space programme's dauntless spirit, however, still make life on this spinning rock worthwhile. This is illustrated by the skill and determination of paraclimber Anoushé Husain, which also creates an effective through-line with the brand's Paralympic work.

Creative Agency: 4 Creative Ⓟ Ⓦ
Creative Director: Eoin McLaughlin
Account Director: Sarah Davies
Project Manager: Olivia Emmerson
Film Production: 4 Creative Ⓟ Ⓦ
Director: James Brown Ⓟ Ⓦ (HunkyDory Ⓟ Ⓦ)
Producer: Charlie Bettice
Head of Production: Clare Brown
Executive Producer: Lucy Bugiel
Cinematographer: Oliver Schofield
Editor: James Brown
VFX: John Cryer
Sound Designer: Ian Chattam

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