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10 September 2020

Nell for leather.

by Andrew MacGregor


Guide Dogs: “The Lesson Before The Lesson” - 40s

Director Steve Reeves and agency Karmarama subvert expectations in this Guide Dogs commercial that doesn’t feature a single pooch. Instead it focuses on a young girl preparing for her first day at school - a nervy experience at the best of times, but doubly so when you're blind. Fortunately, Nell has someone to help guide the way to class.

The ad is an appropriately gentle introduction to the charity's habilitation specialists, who assist with mobility and navigation as children enter a wider world. This may take some viewers by surprise, particularly Labrador Retreiver fans. Right now though, the more we learn about unsung helpers in potentially risky environments the better.


Creative Agency: Karmarama Ⓟ Ⓦ
ECD: Nik Studzinski
Creative Director: Fiona Moseley / Louise Whitehead
Creative: Sam Rhodes / Charlotte Kelly
TV Producer: Sam Topley
Film Production: Another Film Company Ⓟ Ⓦ
Director: Steve Reeves Ⓟ Ⓦ
Producer: Tim Marshall
Cinematographer: Benedict Spence Ⓦ (Vision Ⓟ Ⓦ)
Editor: Scot Crane Ⓦ @ The Quarry Ⓟ Ⓦ
Sound Design: 750MPH Ⓟ Ⓦ

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