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The Independent “Litany” 1999

The Independent “Litany” (1999) is a The Independent commercial directed by Rob Sanders for Lowe Howard-Spink, produced by HLA. It won 6 awards, including Cannes Lions 1999 Film Grand Prix, D&AD 1999 Yellow Pencil — TV & Cinema Advertising / Cinema Commercials and Epica 1999 Epica d'Or (Film Grand Prix).

A series of black and white vignettes depict various people and scenes, while a whispered voice recites a litany of "don't" commands, culminating in a call to read The Independent.

Video: HLA on Vimeo

Shot by shot

  1. A used condom lies discarded on a dark, textured asphalt surface, appearing as a stark, solitary object.© The Independent0:02
  2. A black and white shot shows a sign on a window that reads "WALK QUIETLY ON THE LEFT" in a school hallway.© The Independent0:05
  3. A young person in a dark hoodie sits barefoot on concrete steps, holding a cigarette, in a gritty, graffiti-covered urban stairwell.© The Independent0:09
  4. A smiling woman in a swimming cap and goggles stands in a pool, raising her arm and splashing water in an indoor swimming pool.© The Independent0:12
  5. A wide shot shows a desolate, muddy tidal flat with abandoned objects like a shopping cart and bicycle, under a hazy sky.© The Independent0:18
  6. A used syringe and crumpled foil lie on a dirty, dark floor in a close-up shot, suggesting a grim, neglected environment.© The Independent0:21
  7. A black and white shot of a security camera on a pole against a cloudy sky, with a whisper heard.© The Independent0:24
  8. An elderly woman with white hair sits in a wheelchair, looking out a window in a dimly lit room, with a television set to her left.© The Independent0:28
  9. A young child, dressed in an oversized light-colored sweatshirt, holds a pair of scissors in their hand, looking directly at the camera in a medium shot.© The Independent0:35
  10. A woman with short hair holds a baby in her arms, both looking at the camera with a gentle smile, in front of a blurred fence.© The Independent0:40
  11. A black and white extreme closeup shows the wrinkled face of an older person with long hair, looking off-camera.© The Independent0:44
  12. A middle-aged man stands naked with hands on hips, looking up, in a brightly lit art studio with easels and tables.© The Independent0:47

Stills © The Independent. Made by Lowe Howard-Spink, HLA and Rob Sanders.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A whispered litany of societal "don'ts" juxtaposed with diverse, rebellious imagery.

Tagline: “Don't buy. Don't read.”

voiceover narrationmontage of diverse charactersblack and white aestheticrebellious tonesocial commentaryjuxtaposition of audio and visual

The cut

Length
57 s
Shots
44
Average shot
1.3 s

What creatives use The Independent “Litany” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of The Independent “Litany”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A used condom lies discarded on a dark, textured asphalt surface, appearing as a stark, solitary object.© The IndependentA black and white shot shows a sign on a window that reads "WALK QUIETLY ON THE LEFT" in a school hallway.© The IndependentA young person in a dark hoodie sits barefoot on concrete steps, holding a cigarette, in a gritty, graffiti-covered urban stairwell.© The IndependentA smiling woman in a swimming cap and goggles stands in a pool, raising her arm and splashing water in an indoor swimming pool.© The Independent
    Frames from The Independent “Litany”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of The Independent “Litany” in order, with its length, framing and what happens in it.

    A used condom lies discarded on a dark, textured asphalt surface, appearing as a stark, solitary object.© The IndependentA black and white shot shows a sign on a window that reads "WALK QUIETLY ON THE LEFT" in a school hallway.© The IndependentA young person in a dark hoodie sits barefoot on concrete steps, holding a cigarette, in a gritty, graffiti-covered urban stairwell.© The IndependentA smiling woman in a swimming cap and goggles stands in a pool, raising her arm and splashing water in an indoor swimming pool.© The IndependentA wide shot shows a desolate, muddy tidal flat with abandoned objects like a shopping cart and bicycle, under a hazy sky.© The IndependentA used syringe and crumpled foil lie on a dirty, dark floor in a close-up shot, suggesting a grim, neglected environment.© The Independent
    Length: 57 s · Shots: 44 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a voiceover narration

    Before you present an idea, you need to know who has done it, and how.

    The Independent “Litany” is built on a voiceover narration. Search the library by idea to see every spot that uses it.

    Royal Jordanian “Fear of Flying”© Royal JordanianJohnnie Walker “Keep Walking”© Johnnie WalkerScotiabank “What Do You Make”© ScotiabankNike “So Win”© Nike
    Royal Jordanian · Johnnie Walker · Scotiabank · Nike

More commercials by Rob Sanders

  • Volkswagen "4 Motion" (2001) commercial still© VolkswagenVolkswagen “4 Motion” 2001Dir. Rob Sanders · DDB AdvertisingEurobest Winner 2001
  • Alex Bank "A World Of Possibilities" (2019) commercial still© Alex BankAlex Bank “A World Of Possibilities” 2019Dir. Rob Sanders · JWT

More from Lowe Howard-Spink

  • Hornby Hobbies "Beautiful Boy" (1999) commercial still© Hornby HobbiesHornby Hobbies “Beautiful Boy” 1999Dir. Vince Squibb · Lowe Howard-SpinkBritish Arrows Gold 1999
  • Smirnoff "Smarienberg" (1996) commercial still© SmirnoffSmirnoff “Smarienberg” 1996Dir. Michel Gondry · Lowe Howard-SpinkCannes Lions Gold 1997
  • Tesco "Cheerful Sole" (1995) commercial still© TescoTesco “Cheerful Sole” 1995Lowe Howard-SpinkCannes Lions Gold 1995
  • The Whitbread Beer Company "Incredible Journey" (1994) commercial still© The Whitbread Beer CompanyThe Whitbread Beer Company “Incredible Journey” 1994Dir. Roger Woodburn · Lowe Howard-SpinkBritish Arrows Gold 1994
  • Vauxhall Motor Company "Car Pet" (1991) commercial still© Vauxhall Motor CompanyVauxhall Motor Company “Car Pet” 1991Dir. Roger Woodburn · Lowe Howard-SpinkD&AD Yellow Pencil 1991
  • Whitbread Beer Company "last Orders" (1999) commercial still© Whitbread Beer CompanyWhitbread Beer Company “last Orders” 1999Dir. Jonathan Glazer · Lowe Howard-SpinkBritish Arrows Silver 1999

Award-winning media & entertainment commercials

Questions

Who directed the The Independent “Litany” commercial?

Rob Sanders directed it, produced by HLA, for the agency Lowe Howard-Spink.

Which agency made The Independent “Litany”?

Lowe Howard-Spink created it for The Independent (1999).

What awards did The Independent “Litany” win?

6 awards, including Cannes Lions 1999 Film Grand Prix, D&AD 1999 Yellow Pencil — TV & Cinema Advertising / Cinema Commercials, Epica 1999 Epica d'Or (Film Grand Prix) and British Arrows 1999 Gold — Cinema Advertising.

What is the tagline of The Independent “Litany”?

“Don't buy. Don't read.”

Sources for the credits and awards

britisharrows.comnytimes.comdandad.orgweb.archive.orgshootonline.com