Ridley Scott creates gritty 18-rated Crimestoppers spot

by Jennifer Whitehead,, Brand Republic 15-Aug-03, 08:55

LONDON - Oscar-nominated director Ridley Scott's production company RSA Films has created a hard-hitting commercial, which has earned an 18 certificate, about the teenagers and crime for charity Crimestoppers.

The campaign, "Crossing the line", will be shown in cinemas in two executions, the 18-rated spot and one rated 12(A), to be shown alongside 'American Pie 3 - The Wedding'.

It is the first cinema campaign for the charity Crimestoppers and breaks today. The spot highlights teenagers' relaxed attitude to crime shows a group of youths in an urban setting, discussing crime. One says: "Everybody does a bit of fucking around. But it don't mean we're bad."

Another highlights the feeling of helplessness to change it, saying: "Fuck it -- how can we stop it? There's nothing we can do."

The campaign wants to show that there is something teenagers can do and the ad features the Crimestoppers telephone number.

Crimestoppers said: "Although the ad may appear shocking to some, 'Crossing the Line' is aimed at Britain's teenagers themselves -- an audience who are notoriously hard to reach. But while they are over-marketed to and increasingly cynical, they are also increasingly vulnerable."

RSA is the production company set up by Scott in conjunction with his brother Tony, also a film director. The company has created work for clients including BMW and Barclays. It recently signed Sam Mendes, director of the Oscar-winning 'American Beauty', to its roster of directors, despite the fact he has never made commercials before.

Ridley Scott has been nominated for a best director Oscar three times, for 1991's 'Thelma & Louise'; for 'Gladiator', which won an Oscar for best picture in 2000; and in 2001 for 'Black Hawk Down'.

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