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Paddy Power - ‘Chairman Kim’ Directed by Messrs at Passion RAW

18 April 2013

To drum up excitement about the Premier League relegation battle, Paddy Power have teamed up controversial Sunderland manager Paolo DiCanio with North Korean leader Kim Jong Un in a bid to help Sunderland survive the drop.

In a public statement, chairman Kim and Paolo announce their grand plans to survive relegation from the Premier League.

Passion RAW

New Passion RAW signing Messrs court controversy with their latest work for Paddy Power. Created by Christen Brestrup and Bertie Scrase at Crispin Porter and shot over three days in an East London studio, the spot saw the Messrs collaborating with Muppets legend Brian Herring for the puppetry, who also voiced ‘Chairman Kim’.

Toby Ross-Southall (one half of Messrs) comments that they ‘had a very limited time scale because of the topical pertinence of the subject matter. The controversy of what we were dealing with was intimidating but exciting. We had to navigate the offensive towards the satirical.’

Giorgio Bruni (Toby’s partner in crime) adds ‘to take the project on, it was essential to embrace the controversial nature of the thing and enjoy it. Inevitably it will garner mixed reactions, but we feel like we took it to a place of crude, hyper-reality that is unapologetic.’

They conclude that ‘a controlled detonation of a steak and kidney pie is the way every shoot should end’.

  • Credits

  • Agency CP+B London

  • Creative Directors Ben Walker & Matt Gooden

  • Creatives Christen Brestrup & Bertie Scrase

  • Agency producer Joe Bagnall

  • Production company Passion RAW

  • Prod Co Producers Jay Lovelock

  • Exec Producer Dan Scott-Croxford

  • Director Messrs

  • Editor Messrs

  • Post Production Absolute Post / Messrs

  • Audio Phil Bolland at 750mph

Contact Name
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