Thursday, July 19, 2018
You are here:

Droga5 London Depicts "80 Years of Torment" For Rustlers


Robert Goldrich
Tuesday, Dec. 13, 2016


Log in or register now!

Droga5 London is repositioning Rustlers with a new campaign that humorously departs from the norm of looking back at one’s life through rose-colored glasses. Instead the view going back in time is grittier and depressing in this ad titled “80 Years of Torment.” The shining light near the end of the tunnel turns out to be Rustler’s new flame grilled burger.

Directed by Steve Rogers via Somesuch, London, for Droga5 London, this film follows a man’s life from boyhood to old age, showing the hardships of chimney sweeping, getting caned at school, entering the army, having to queue up on the breadline, protests in the 1960s, strikes in the 1980s, aerobics classes and 1990s dance nights.

It ends with the beleagured, now elderly man sitting in his kitchen where he is finally seen smiling before biting into a “proper flame grilled burger” from Rustlers that cooks in the microwave in just 90 seconds. The end line is: “What a time to be alive.” 


Client Rustlers Agency Droga5 London David Kolbusz, chief creative officer; Rick Dodds, Steve Howell, executive creative directors; Charlene Chandrasekaran, sr. art director; Dan Morris, sr. copywriter; Teddy Souter, jr. copywriter; Frazer Price, jr. art director; Chris Chapman, designer; James Broomfield, strategy director; Toto Ellis, head of strategy; Peter Montgomery, producer. Production Somesuch Steve Rogers, director; Sally Campbell, managing director; Peter Knowles, producer; Tat Radcliffe, DP; Tunde Caski, production designer. Editorial The Quarry Jonnie Scarlett, editor. Postproduction The Mill Audio String and Tins Music Track: “Revolt” Boys Noize, artist

Category of ScreenWork: 


<iframe width="560" height="349" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="640" height="390" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="853" height="510" src="" frameborder="0" allowfullscreen></iframe>


<iframe width="1280" height="750" src="" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Wednesday, Jul. 18, 2018

Here Be Dragons, a creative studio co-founded by director Chris Milk and...

Wednesday, Jul. 18, 2018

You won't usually find Denzel Washington in a movie sequel. He just doesn'...

Wednesday, Jul. 18, 2018

Twitter suspended at least 58 million user accounts in the final three...

Wednesday, Jul. 18, 2018

When filmmaker Marina Zenovich sought to make a documentary about Robin...

Wednesday, Jul. 18, 2018

The London fashion world didn't know quite what hit it when Alexander...

Tuesday, Jul. 17, 2018

The World Cup soccer final where France defeated Croatia was seen by just...

Recent SPW Releases

Wednesday, Jul. 18, 2018

HERO: Creative Management and Strategy has launched in Los Angeles,...

Tuesday, Jul. 17, 2018

SHIFT, the newly-minted parent company of industry-leading video sharing...

Tuesday, Jul. 17, 2018

SonicScoop , the leading pro audio online resource, and The Deli Magazine...

Tuesday, Jul. 17, 2018

Farm League produces an ingenious concept to meld the dynamics of pro-...

Tuesday, Jul. 17, 2018

Announcing the release of Writer/Director Aaron Beckum’s latest short film...

Tuesday, Jul. 17, 2018

Spurred by growth in international film production, improved local...

MySHOOT Profiles

Erik Anderson
Carlos Cuaron


Visual Effects and Animation