Amnesty International UK’s People Smuggling Ltd commercial looks and sounds like a legitimate business advert promoting the company’s work, its advantages and the assurance that it will continue to grow. That people smuggling is a hugely lucrative criminal enterprise is made obvious in the film. But it’s a satire. People Smuggling Ltd is a fake business masquerading as a blue-chip company to dramatise the growth predicted for the people smuggling industry. Amnesty International UK sees this as an inevitable result of a fundamental flaw in the proposed Nationality & Borders bill, that it will benefit people smugglers not those seeking safety in the UK. It fails to provide safe and legal routes into the UK, according to the organisation, which will drive asylum seekers into the hands of dangerous smuggling groups.
The 90-second hero spot, narrated by actor, Russell Tovey, is running across Amnesty’s social channels, including Instagram, Twitter, Facebook and YouTube. Supporting the film is a fold-out insert in The Guardian calling for the British public to support the campaign.
Tom Davies, refugee and migrant rights campaign manager at Amnesty International UK, stated, “The Government’s case for the draconian measures in the Nationality & Borders Bill is entirely false. Ministers claim the bill will stop people making dangerous journeys, combat people smugglers and save money – none of this is true. We want to urge the British public to seriously consider the impact this legislation will have on people seeking asylum and to take a stand by signing our online action, to pressure the government to rethink this harmful bill. VCCP London have worked with us to create a campaign under the guise of a faux company’s promotional video that will have mass reach in a format that’s uncomfortably impactful and encourages people to take action.”
Jonny Parker and Chris Birch, executive creative directors at VCCP London, added, “Amnesty International continues to campaign against injustice and act as a voice for those who are most vulnerable. Being involved in such an important piece of work is so rewarding. It’s good for humanity and great for the soul. Our hope with this campaign is that it will encourage support from the public which drives action from the government to reconsider this potentially harmful bill. Let’s make sure humanity wins on this issue.”
Credits
Client: Amnesty International UK
Agency: VCCP
Executive Creative Directors: Chris Birch & Jonathan Parker
Lead Creative Team: Adam Arber & Austin Richards
Business Director: Gen Hole
Account Director: Ben Mallins
Group Head of Planning: Andrew Perkins
Senior Planner: Andy Nicholls
Agency TV Producer: Simon Plant
Agency Creative Producer: Mish Dent
Media Buying Agency: VCCP Media
Footage Researchers: The Directors Studio
Editor: Jon Fairey
Post-Production Company: Framestore
Post Producers: Semley Wilkinson & Ben Stell
