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23 July 2019

The big squeeze.

by Andrew MacGregor


CoppaFeel!: “Grab Life by the Boobs” - 60s

This latest CoppaFeel! ad is a lively call to arms (or hands, at least). Like its predecessors, 'Breasts On' urges women and men alike to probe their chests as thoroughly and as regularly as possible. Unlike previous instalments, however, this swaps plain backgrounds for the real world.

Jumping between bedrooms and bathrooms, parks and rugby pitches, director Eloise King's film is a varied, personable reminder of what viewers stand to lose if they let breast cancer go unnoticed (e.g. friends, family, and favourite pastimes). The best way to prevent this is to go all hands on deck, so to speak.

Thanks to a diverse cast and some quick-fire editing from tenthree's Ellie Johnson, the campaign's proactive message lands with both heart and attitude to spare. Furthermore, it's good to use the word 'handsy' in a positive sense for once.


Creative Agency: Fold7 Ⓟ Ⓦ
Creative Director: Adrian Lim
Creative: Simon Helm
Business Team: Chloe Cooper
Strategy: Marie Conley
Agency Producer: Charlotte Whittall
Film Production: PrettyBird Ⓟ Ⓦ
Director: Eloise King ♀ Ⓟ Ⓦ
Producer: Ted Thornton
Head of Production: Hannah May
Production M'ger: Sorcha O'Sullivan
1st AD: David Calland
2nd AD: Lucy Kelly
Executive Producer: Juliette Larthe
Cinematographer: Anna Patarakina ♀ Ⓟ Ⓦ (WPA Ⓟ Ⓦ)
Art Department: Joe Withers
Wardrobe: Hannah Hopkins
Location Manager: Paul Manwaring
Editor: Ellie Johnson ♀ Ⓟ Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Mia Saunders / Kati Hall @ The Mill Ⓟ Ⓦ
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ
Sound Designer: James Lyme @ No.8 Ⓟ Ⓦ

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