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16 June 2021

Diabetic denial.

by Syd Briscoe


Freestyle Diabetes Checker: “Now You Know” - 1 min 33s

A diabetes diagnosis can feel like being plunged into a world of restrictions, but this entertaining ad for Freestyle suggests help is at hand. The brand's constant blood sugar monitor aims to help the recently diagnosed get to grips with their glucose levels, offering a route through the cacophony of 'no's.

An animated voiceover brings requisite energy to proceedings, as what begins as a bit of light reading rapidly descends into limiting chaos. Salt, sugar, soda - it's all revealed to be off the table in amusing fashion, from a scuttling salt shaker to a can of fizz that pours itself backwards.

Director Mark Molloy has done a lovely job of creating a claustrophobic atmosphere despite the ad's comedic tone, meaning the hushed resolution is extra-effective. Fun and hard-working in equal measure, it's worth a second watch to absorb all the minor details.


Film Production: Smuggler Ⓟ Ⓦ
Director: Mark Molloy Ⓦ
Producer: Alex Taussig
Head of Production: Alex Hughes / Jacquie Riley
Executive Producer: Patrick Milling-Smith / Brian Carmody / Sue Yeon Ahn / Declan Cahill / Leah Churchill Brown
1st AD: Jeremy Fitzgerald
Cinematographer: Jeremy Rouse
Production Designer: Leah Popple
Art Department: Beth Ryan
Editor: Stewart Reeves @ Work Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ / Mark Hellaby Ⓦ @ 750MPH Ⓟ Ⓦ
Music Production: Mr Pape Ⓟ Ⓦ

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