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Droga5 London Depicts "80 Years of Torment" For Rustlers


Robert Goldrich
Tuesday, Dec. 13, 2016


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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: 


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