Oxfam honours its 82 years of heritage in its latest TV advert which interrupted Channel 4 News last night, calling on viewers to take action against poverty.
Created by Oxfam’s agency House of Oddities and set to Massive Attack’s 1998 tune Teardrop, the new 60-second ‘Just Us’ spot centres on archive footage and kicks off with an extract from Nelson Mandela’s 2005 Make Poverty History speech.
The campaign – which will also be supported by a further 30 second, 15 second, 6 second, and social spot – was directed by House of Oddities co-founder and CEO Sachini Imbuldeniya.
“We too often assume that “unity” means everyone having to think, feel or be the same. But I prefer the Oxfam way of being “united”– where around the world people are doing wildly different things to reach a common goal,” said House of Oddities chief creative officer Darren Smith.
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“We wanted to shake up the creative industry’s traditional way of doing things by embracing collaboration and promoting greater diversity and equality – and I think if more creatives are willing to do that, then maybe we can follow Oxfam’s example and make our industry a fairer world, too.”
Oxfam communications director Nadiya Fyle added that she was excited to share the project to the wider world, and highlighted that its message harks back to Oxfam’s central routes of “combining practical action with speaking out on justice and inequality”.
“Our in-house creative team and House of Oddities have co-created this campaign, and we are confident it will inspire a whole new generation to take positive action on issues like inequality and climate justice, that affect us all.”
“A huge thank you goes to Massive Attack for allowing us to use this era-defining song, and to all the professionals who supported this work.’
