User:ProducingTalent/The Feminist Car Commercial

.

The Feminist Car Commercial is a campaigning short film designed to highlight british female film-making talent and challenge the objectification of women in the media.

Director Amanda Baker and Producer Paul Atherton reunited after a 4 year gap following the launch of their film about race Colour Blind (2009 film) which was the only short film ever to premiere at the Odeon Leicester Square

The films were designed as a platform to kick start a debate in the press about the objectification of women in marketing and advertising, especially in the car industry.

Premiering in the Southbank BFI on 3rd September 2013 the three interconnecting mock commercials are designed to demonstrate what could be achieved by marketeers if as Baker & Atherton believe they stopped treating women as objects and started treating them as customers.

They chose to make it as en entirely female crewed production (though some roles had to be filled by men as there weren't enough women in the industry to fill them) to ensure it reached a female audience.

Atherton was one of the first in the UK to pledge to Britain's Personal Best with The Feminist Car Commercial film project. Claiming he could make a £1 Million pound commercial with no budget to highlight how committed the industry were to the two issues being raised.

The achievement was met with the involvement of established British industry suppliers and award winning female crew who volunteered time and expertise to produce the film.

The film will be available online from 10th September 2013.