London Metropolitan Police: If
A classic TV spot for London Metropolitan Police recruitment, circa 1990. Dealing with issues such as domestic abuse, race, drink related violence and internal police disagreement which are just as relevant today. And all with a raw energy, delivering realism and objectivity by using the inspirational Rudyard Kipling’s poem 'If', intelligently juxtaposed with scenarios faced on a daily basis by police officers.
It is brilliant, and would undoubtedly make anyone want to don the bobby helmet. Or in my case, the khakhi. .
Curiously, Rudyard Kipling and Indra Sinha were born in Mumbai, India . Or to be precisely, within a one mile radius of Mumbai Police headquarters.
Client: London Metropolitan Police
Ad Agency: Collett, Dickenson & Pearce (now CDP/Travis Sully, London )
Art Director: Neil Godfrey
Writer: Indra Sinha
Director: Roger Lyons
