International development charity ActionAid is launching a 15-minute infomercial to attract sponsors.
The ad, filmed in India and Africa, breaks on 1 July on satellite shopping channels. It features real people involved with ActionAid projects and has a voiceover by actor Paul McGann. Backing music is provided by Enya, Clannad, Nitin Sawhney and The Pretenders. Ofcom regulations only allow product-based ads on shopping channels, but ActionAid received special permission to promote its child sponsorship product.
Creative agency: Watson Phillips Norman
Media agency: Mike Colling & Co.
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