An overhead shot of a university campus gives us the perspective of vultures circling over their intended next meal. It turns out that students who have to repay tuition loans are the ones who are on the birds’ menu.
Indeed, going indoors is no remedy. In a darkened lecture hall where a slide show is being presented, a vulture’s shadow appears as it flies through the light cast by the overhead projector. Next, we see a vulture in the library and then in the university lounge, interrupting what had been some lighthearted socializing among students.
The appearance of the seemingly ubiquitous birds in unlikely scenarios looms as ominous and gives greater weight to the metaphor which parallels the vultures to the lurking anxiety that comes with tuition fee repayment obligations. But when we return to the great outdoors presumably upon student graduation, relief is in sight as the vultures flee–thanks to a program which allows students to settle their debt only after they have established themselves in the workplace with good paying jobs. Even at that point, the payments are manageable under the COI Tuition Fees initiative.
“Payback Time” was directed by Michael Geoghegan of The Pink Film Company, London, for agency Delaney Lund Knox Warren, London.
Karen Cunningham produced for Pink. The DP was Robbie Ryan.
The agency team included creative director Ken Sara and creatives Richard Warren and Paul Hancock, with Lauraine Bhuglah serving as producer.
Editor was Spencer Ferszt of Peepshow, London. Post producer for Peepshow was Jo Trainis. Colorist was Dave Ludlum of Framestore, a London shop which also handled visual effects for the spot, which has been airing in the U.K. Audio post mixer/sound designer was Parv Thind of Wave Studios, London.