The new digital campaign for belVita out of Gravity Road is directed by Great Guns director Jonty Toosey.
Filmed on Monday January 16th or “Blue Monday” the latest ad for BelVita Breakfast directed by Great Guns’ Jonty Toosey is based around the most notoriously depressing day of the year and wittily turns it on its head in an uplifting and relatable film.
The ad is set during morning rush-hour, (how much more relatable can it get!) and follows the journey of a set of commuters who’s morning is about to be made. The stunt itself is hinged around a charismatic train guard and his witty banter over the train tannoy. Every so often the witty guard has a bit of fun over his microphone and entertains the passengers.
If you’re lucky enough to have experienced this on your commute you know it’s uplifting and brings people together; the unexpected interaction always bursts the commuting bubble and instantly brings smiles to their faces. This is a kind and effortless action and when it happens it is always greatly appreciated and applauded.
The idea is based around the infectiousness of laughter and it translatable through the realm of the film. Watching it makes one relate to the commuters and leaves you smiling at with a brighter view of what started as a dull and gloomy day.
This is helped along Jont’y’s ability to make the film look naturalistic and authentic by his characteristic use of fixed hidden cameras to capture commuters natural reactions. Jonty’s scenes captured from multiple angles creates a dynamic film that conveys the full experience in a fun and visually engaging way.
With his choice to keep the sound focused on the natural noises on the train and the banter of the train guard, the work is completely believable, realistic and relatable. Jonty’s experience is shooting stunts and the sense of fun he brings to his work translates perfectly in this ad.
This captivating idea perfectly summarises how BelVita breakfast biscuits make us feel and how to start your day in the right way. The film is optimistic and full of hope to brighten these rather uncertain and grey times. What a wonderfully cheerful prospect.
Jonty’s comments on the films: “The idea was that have an enthusiastic train guard entertain his dreary commuters on their way to work on a cold and grey Monday morning and thanks to a great cast we achieved just that.
Casting our main character for this project was hilarious. We went down the stand up comedy route and so many different options brought their own inimitable style to the role. Inel Tomlinson, our eventual choice, stood out with his naturally cheeky banter and a certain authenticity in his train guard role.The man is very funny.
Technically filming in a working station like Waterloo during rush hour was a challenge. With approximately 450 thousand people using the station every day we were very restricted to where and how we were permitted to shoot.
And the train posed a whole new set of challenges: restricted space, hidden cameras and a train that had to stick to the timed schedule meant that we were literally racing against the clock to get all the shots we needed to make our film. It was a very tricky and fun task.
South Western trains worked tirelessly to make everything possible, we really appreciated their attention to detail and help.
Our production team had been militarily briefed and the symbiotic collaboration between production, agency and client meant we were working collectively and efficiently together to achieve our operation. It really helped the process with everyone fully understanding the limitations and reacting so fast to keep the process fluid and successful. The fact that everyone was professional and friendly made it great to be there.
ADVERTISING AGENCY: Gravity Road
ECD AND FOUNDER: Mark Boyd
CREATIVE DIRECTOR: Shuruti V and Verity
HEAD OF MULTIPLATFORM: Max Ward
SENIOR ACCOUNT MANAGER: Nat Kay
SENIOR TV PRODUCER: Kate Pirouet
PRODUCTION COMPANY: Great Guns DIRECTOR: Jonty Toosey
EXECUTIVE PRODUCER: Kate Phillips
PRODUCER: Attilio Gianfrancesco
EDIT COMPANY: Cut+Run
EDITOR: Jack Singer