A brilliantly designed commercial for Mastercard is intended to be as accessible as the product it’s promoting. The project of filmmaker Fredrik Bond in collaboration with branding agency McCann, the advertisement opens with an audio description produced for people who are blind or partially sighted, a feature that overlays the remainder of the work.
The ensuing narrative, which is used as an essential storytelling device rather than optional addition, follows the protagonist, Marjorie—played by actress and activist Marilee Talkington—as she leaves her apartment to grab a coffee. A roving spotlight illuminates friends and passersby, who produce sound-generating activities that she parses as she walks down the sidewalk with a cane. Once at the cafe, Marjorie uses Mastercard’s new Touch Cards, which are notched in different shapes to help people who are visually impaired distinguish credit from debit from prepaid.
At its close, “Spotlight” amends the company’s long-running slogan with a pitch for more inclusivity and accessibility that mirrors the approach introduced by the commercial: “Because a world designed for all of us is priceless.”
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An Advocacy Campaign Spotlights the Ordinary Lives of People with Disabilities in a Lighthearted Short Film
To kick off their joint WeThe15 campaign, the International Paralympic Committee and International Disability Alliance commissioned a short film that takes a humorous and playful approach to showcasing the ordinary lives of people with disabilities. Produced by Sam Pilling of Pulse Films, the ad uses a series of vignettes to spotlight members of the disability community, who speak to their joyful, frustrating, and routine experiences alongside the discrimination and stereotypes many confront on a daily basis.
WeThe15 will help launch the Tokyo 2020 Paralympic Games and be shown at the opening ceremony on August 24. It hopes to spur greater visibility, inclusion, and accessibility for the 1.2 billion people living with disabilities worldwide, making it the largest marginalized group at about 15 percent of the global population. We’re also enjoying “Superhuman ’21,” a similarly lighthearted film by Rina Yang.
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