Duck & Cover

James Perea, Michael Gregor & Sian Nagi

Concept

• Duck & Cover developed in the early 1990’s post war era.

• This influenced it’s military and industrial worker based style.

• The style of clothing, despite its placement and price, derives from the working class man.

Concept

• The working class often gets negative press (benefit thieves, council estate horror stories, etc.)

• We want to bring public respect back to the working class, using the brand as an ambassador for well principled working class heroes.

Print Executions

• Duck & Cover is about the day to day heroics that go unnoticed during daily life in Britain.

• The masculine, military feel to the brand empowers young men to stand up against the trials and tribulations life can bring.

• These true short story print ads show the brand spirit we are trying to communicate.

Print Ad Placement

• Because the stories require a short length of time to read, it is vital that they are placed where people have time to read them.

• For this reason, alongside the grimeyunderground surroundings, we decided to place these adverts in Tube Stations opposite the platforms. The poster space here is large so the text will be clearly visible, and it gives commuters something to read while they wait for their train.

TV Ads

• Here is the storyboard for the TV Ad execution of the ‘Miner’s Son’ story:

Storyboard

“A Miner’s Son”

Shot 1- Open match box with 50p inside, portraying the poverty of the Miner’s Son as this is his dinner money for school. This reveals his aspiration to get a good job to not only support himself, but his family also as he appreciates everything he gets, no matter how little.

Shot 2- Charismatic working class miner (the main character’s father) even though he doesn’t earn much he is very happy with his lifestyle as he is a big member of his community. This shows his grit, determination and general happiness with what little he has.

Shot 3- Stuart (The Miner’s Son) is now at university working hard on an exam showing how the aspiration to not only get out of poverty but to help his family as much as possible as his father has now gone on strike with the rest of the miners. This shows his determination (just like his father), responsibility, compassion and success.

Shot 4- Stuart sends his Mum whatever money he can from his university bursary, this again shows his compassion and appreciation towards his family’s efforts to help him get this far. His mother cries tears of joy. This shows her pride of how her son has grown up.

Shot 5- Stuart has now graduated from university, got himself a successful job in London as well as a wife and a son. He receives a letter of redundancy, shrugs it off (just like his father) and shows his realisation that although a good job is very important in life, family is the most important. He crumples it up showing a moment of clarity in which he realises that although his job is very different than his father’s he is in a very similar situation.

Shot 6- He throws the crumpled letter of redundancy out of shot as he is carefree about it and his main priority is to spend as much time with his son as he can as he sees the redundancy as opportunity rather than a setback.

Shot 7- Cuts to Stuart’s son batting a cricket ball away (letter of redundancy) reiterating the fact that Stuart’s job in London got in the way of his real job, being a good Father.

Shot 8- It then cuts to Stuart passing down his father’s legacy of appreciating the small things in life, it signifies his step forward into life, and that he realises that he has been brought up very well by a working class family, teaching him the same morals he learnt from his Mother and Father which signifies Duck and Cover’s Brand Identity.

Shot 9- Closing shot of a close-up again just closing the short story. Heroics are more than being a superhuman, being a superb human is very easy, it’s passing on your wisdom to those closest to you. Spending as much time as possible with them and watching them grow up into superb humans.

Shane Meadows

• Films directed include: This Is England, TwentyfourSeven, Room for Romeo Brass, Dead Man’s Shoes.

• The style of these films is deep and depressing with dark humour. They are set in decaying urban environments where the characters struggle to cope with their harsh environment and even harsher peers.

Screenshots

Screenshots

Soundtrack

• John Lennon – Working Class Hero

• As the adverts are narrated through imagery rather than dialogue, we found the lyrics and tone of this song a perfect and unique background for this advert.