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18 June 2019

Confronting bad behaviour.

by Jason Stone

timeTo: “Cannes” - 1 min 38s

Lucky Generals and Steve Reeves have won plaudits for this campaign drawing attention to the problem of harassment within the advertising industry, and the latest instalment is very topical. The Cannes Festival of creativity is a nexus of bad behaviour, and the depicted scene of a woman's taxi ride being hijacked by an older colleague certainly rings true. In order to be truly effective though, it's vital that men recognise their own behaviour when watching films like this, and DAVID isn't entirely convinced that they will.

It still serves an important purpose, not least in vindicating women subjected to this kind of harassment that they are not alone, and that they are not exaggerating the impact of it. The most impressive aspect of this film is the manner of the female protagonist's calculation of her best options. You can see her trying and failing to figure out a graceful retreat.

Women will undoubtedly empathise with her, and a lot of men will too… because they will recognise her plight. But how many of the men who watch this will recognise themselves as the villain of the situation? Instead, it seems likely that they will feel this is the behaviour of 'other men', and their instinct will be to protect the women in their lives from these monsters. This – it seems to us – is where communication like this lets men off the hook. Only by obliging us to truly examine our own worst moments will we begin to provide the circumspection required to start solving this problem, once and for all.

Creative Agency: Lucky Generals Ⓟ Ⓦ
Film Production: Another Film Company Ⓟ Ⓦ
Director: Steve Reeves Ⓟ Ⓦ
Producer: Tim Marshall
Cinematographer: Shaun Atherton
Editor: Scot Crane Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Tor Adams
Post Production: Dan Bennett @ Absolute Post Ⓟ Ⓦ
Colourist: Matt Turner
Sound Design: 750MPH Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.