SURVEY
COMMERCIALS 30 INTRODUCTION
Aldi A Christmas Carrot by Riff Raff
Avanti West Coast Feel Good Travel by MJZ
industry. Many of those at the start of their career learn on the job and start to build their network in the office or on set.”
THE BIGGER PICTURE Many in the industry have seen the past couple of years as a time for introspection, particularly around the health and wellbeing of staff and crew. Covid protocols have led to a wider focus on treating people well. “The renewed emphasis
on looking after crew, keeping people safe and thinking about how freelancers and in house production teams stay safe and healthy can only be a positive,” says Biscuit. Caviar says that while the
APA safety guidelines were born out of Covid, “a lot of this is about respect and personal space.” Rattling Stick says the “focus on
staff and wellbeing in the workplace is more prevalent now than ever before. The days of staying at your desk late into the night just to be seen are well and truly over.” “Last time I mentioned the fact I
hope ‘we have the confidence and perseverance to resist what was bad about the way we worked and interacted. I am glad to say we have. I think this is epitomised by the policy we have adopted hand in hand with the APA of budgeting 11hr shoot days rather than just budgeting a script to
70% The average
percentage of a
company’s turnover derived from commercials
Spring 2022 C05
25
The average number of directors on a commercials
production company’s roster
squeeze into the least number of days. Looking at not only mental health, physical work practices and thinking less about money will make us better at doing our jobs,” says Riff Raff. “Awareness around health and
wellbeing has played a huge role, with welcome measures being brought in to limit shooting hours and protect crews from overworking,” says Somesuch Merman says it hopes “we as an
industry can embrace the positives and disregard many of the old habits we’d picked up over time.”
AROUND HEALTH AND WELLBEING HAS PLAYED A HUGE ROLE”
“AWARENESS
GREEN SHOOTS That introspection has also led to a greater focus on the environment in general. “Awareness of wider issues such as sustainability has also increased and many of us are considering how we can be part of a solution to these issues. We are
more socially conscious and purpose- driven than ever before, harnessing creativity as a force for good,” says The Mill. Aardman says that “further
opportunities come as we see a real shift in business approach to CSR, which no longer remains in the boardroom or annual report. Businesses are looking to demonstrate values and support projects that promote positive change.” Nexus say it is “delighted that sustainable practices have been
Commercials 30
adopted more broadly across the industry. In 2021 we pledged our support to AdNet Zero and trained all our staff to ensure productions have as small a carbon footprint as possible. We’re also seeing that clients are happy to support this and pay the AdGreen levy and are genuinely interested in finding a sustainable approach to their productions.”
WIDE OPEN There’s hope for other big strides that have been made over the last couple of years too. Caviar says it hopes “that
clients and agencies stick to their commitment of giving more opportunities to underrepresented talent, because if so, we will be seeing a lot more diversity and inclusivity shining through this year.” Knucklehead too says it hopes to
“find opportunities for our directors from diverse backgrounds, now that the agency world acknowledges that one homogenous voice is no longer the answer.” Let’s hope so. As Rogue says
“2022 feels like a new chapter of a brand-new book. We have to hope that now that the worst of times are behind us, we can all look up, look forward and make the kind of work which is genuinely great in any year - And 2022 will be like a time-capsule of a world that got back on its feet, dusted itself off and began to get its swagger back.”
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