Latex-Clad Olivia Coleman Drinks Oil and Celebrates Profits
A latex-clad, oil-hungry Olivia Coleman thanks and smiles as she explains the vast profits fossil fuel companies have received this year. The campaign from Make My Money Matter, directed by Lucky Generals’ Richard Curtis, is a sickly sweet representation of the unprecedented profits for CEOs, as people suffer through a cost of living crisis.
Released ahead of the COP28 summit in the UAE, towards the end of 2023, the campaign is dripping in villainy as a patronising ‘thank you’ is delivered by 'Oblivia Coalmine'. She further explains that while global temperatures may rise “a teensy-weensy bit”, fossil fuel companies have soaring profits, literally. Playing into the dark, dystopian nature of the campaign, it’s clear that the teams behind the scenes wanted to send out a message and do so with style.
To hear more about the process, we speak to the head of film at Lucky Generals, Emma Fasson as she shares what it was like to ask Olivia Coleman if she’d like to drink straight Bovril, or would prefer a caramel-flavoured version.
LBB> Where did this idea begin and what was the strategy for getting to the right people?
Emma> The campaign was created to help Make My Money Matter raise public awareness of the damaging links between our pensions and the fossil fuel industry, and in doing so, increase pressure on UK pensions schemes to invest more sustainably. The vast majority of people have no idea where their pension money goes, let alone that it could well be being used in a way that harms the planet.
LBB> How early was Olivia Colman involved? And why was she the perfect fit?
Emma> Olivia was confirmed very early on thanks to Richard Curtis and she felt like the perfect person for the job. She is a 'national treasure' so to have her play this vulgar fossil fuel CEO was so impactful!
LBB> What were the considerations in creating the character of this oil CEO?
Emma> We wanted a different slant for the ad that was humorous but still drove home the message. We didn’t want it to come across as though we were lecturing people but wanted to deliver something that would be a call to arms, to show people that their pensions really are being used in shocking ways that very few realise. We wanted to balance a really serious issue with something memorable and arresting that would hold an audience’s attention, and I really think we achieved that.
LBB> When you were writing the script, what were the big decisions and what guided them?
Emma> Danny Brooke-Taylor wrote the script and then Richard Curtis and the guys at MMMM bought into it with an enthusiasm to make it almost immediately. The idea came very quickly and once we knew we had Olivia Colman on board, it really came to life - we knew we had something special. One of the most important things for us was to get a great director and we couldn’t have been more delighted to work with Raine Allen-Miller. When we were looking at the script, she began to offer up thoughts immediately; she is amazing with casting, performances and the fact she has a great sense of humour was a massive bonus.
LBB> On set, what were the priorities?
Emma> On set we needed to get some takes as one in case we didn’t end up using different cutaways (which we did in the final edit). Watching Olivia do the whole thing in one perfect take with all the dialogue and comedic timing was glorious! As the budget was extremely tight, making it stretch as far as possible was essential. We delved into our black book of talent and managed to get everyone to give their time for free. Every single person who touched this job really believed in the project from the very start, so we were determined to make sure everything looked as good as it could possibly be.
LBB> Were there any particularly memorable moments in making it?
Emma> Yes, Olivia Colman! It was amazing to see an A-list actor in action - the ultimate professional. We spent a long time trying to create the ‘oil’ drink and went through lots of different versions of black smoothies and black water/Ribena with dye. We settled on a thickened Bovril - one flavoured with caramel, and one as it comes. Asking Olivia Colman if she would prefer to drink straight Bovril or a caramel-flavoured version was definitely a high point! She preferred the caramel.
LBB> Can you talk about the reaction? Did you expect it to be so big?
Emma> We really couldn't believe it - we know it was good but when you’re working so hard at this speed you can lose track of how impactful it could be. When Greta [Thunberg] retweeted it, it was a huge moment for us and the national press coverage and attention it got across social media without any media spend was amazing. Making an impact in culture was what was important, and we’re so proud to have achieved that.
