The concept tests a real-life response to two different types of neighbourhood disturbances, one violent and the other not. Both Ogilvy and Frieze Films were intent on creating a real experiment here - the commercial would live or die on the results. From a production point of view the challenge was to document the event without compromising the integrity of the experiment.
Shot in a townhouse complex, the ad was - in truth - a social experiment conducted over two different nights. A violent argument was recorded in studio and prepped beforehand. The camera crew and all involved (about six people in total) were secreted into the complex so as not to give the game away. The team were insistent on not alerting neighbours to any strange activity so the event could unfold in as natural and unexpected way as possible to truly test the results.
To date the viewership numbers top 620 000 on YouTube and the comments from users have reflected the impact of the commercial.
View the commercial here