CHI shows true grit in new Prince’s Trust campaign

Say what you like about Prince Charles, and we sometimes do, his Prince’s Trust charity that aims to help young people is a worthy achievement.

Agency CHI & Partners has produced a number of award-winning ads and this new one, ‘Learn The Hard Way,’ may join them. At first it seems way over the top but then it comes together as it proposes that what we might euphemistically call ‘life skills’ can also be applied in a more positive way.

Gritty or what? A knighthood surely awaits CHI’s Johnny Hornby.

By William Cottam and James Crosby, directed by Seb Edwards for Academy.

MAA creative scale:7.25 (gets tough over 7).

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