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9 June 2021

Let's get back out there

by Jason Stone

Bolt: “Where To?” - 60s

The emerging theme of this phase of the pandemic is the nervous anticipation of re-engaging with the world again. It's allowing for a much more interesting strand of advertising than we witness a year ago when the dominant theme was one of helpless resignation. Now, brands and their agencies are mirroring our natural anxiety about stepping back into our social lives, and – as is the case in this film for taxi service Bolt – they're often managing to do so with sensitivity and elan.

Director Thomas James has delivered a film which offers a glimpse into the life of its protagonists, without pinning it down with a specific story… and it makes for a really compelling watch.

It's dripping with such an authentic sense of how anxious many of us are feeling about re-connecting that it could almost be a film raising awareness about mental health difficulties, and we mean that as a compliment.

We hadn't heard of Bolt, and while we harboured a suspicion that it may be a taxi service on the back of this ad's ending, we had to Google it to be sure. Obviously, we had a professional duty to discover what was being advertised, but we suspect we would have Googled this if we'd spotted this commercial 'in the wild' so we have no problem with any lack of specificity. A little intrigue goes a long way.

Film Production: OB Management Ⓟ Ⓦ
Director: Thomas James Ⓦ
Producer: Vanessa McDonnell
Production M'ger: Dayo Mashood
Production Ass'nt: Polly Millner
Executive Producer: Sam Holmes
1st AD: Andreea Gruioniu
Cinematographer: Franklin Dow
Editor: Jake Armstrong
Colourist: Duncan Russell
Flame: Youngster London Ⓟ Ⓦ
Casting: Hannah Ward

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.