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Give us a bite, then.

Mr. Jackman, what exactly is

the commercial purpose

Mr. Jackman, what exactly is

the commercial purpose

of today's advertisement?

That's really quite straightforward.

What we've got is the largest

national apple glut ever

and unless something drastic

is done in the next 3 weeks

So the object of this commercial

and the 34 others which are planned

is to get every man,

woman and child...

The wind's changed direction.

Can you move the fog machine

down to the water please?

That is, babes in arms and

old age pensioners excepted...

to eat 6 apples a day

for the whole of the summer.

Now, Mr. Arbutt, how would you

describe your technique

in shooting this commercial?

Well, I've been very inuenced by

the work of the Moscow ArtTheatre

and certain of our

modern philosophers.

I would describe my approach

as existentialist.

Would you care to elaborate

on that a little?

Well, for example, today the actors

must all think apples

be apples and ultimately

become apples.

You see, one must remember

that there are millions of viewers

sitting captive in their sitting rooms

who are yearning for...

for the reality and tranquility and

the beauty of the countryside.

Right, thank you, Dave.

Head up, head up...

Alvin!

One more, Steve.

- Can you get rid of them, please?

- All right, fellers. Fellers...

Steve! Thank you.

Alvin!

Get rid of them!

Fellers, ease up. That's it.

All right everyone,

let's have some quiet please.

We're going to have a few words

from our sponsor. Our sponsor!

Thank you very much,

ladies and gentlemen.

This morning I received a telegram

from our real sponsor

the Ministry of Agriculture

and Fisheries

and I'm sure that the unit and artists

would like me to read it

before we start shooting.

"Good luck today with

commercial number 17 stop

"Minister delighted campaign

already bearing fruit."

Now stand by everyone and quiet.

We're going to have a run-through

from the top with music.

And remember everyone, please:

for the next 90 seconds

we are all going to be apples.

I reckon the director's

a bleedin'nut.

Right. Standby, ducks.

Stand by, swans.

Stand by, early morning mist.

Stand by, Sylvia.

Camera! Mark it!

National Apple Marketing Board.

Scene One. Take One.

Running on a Guide Track.

In this girl's ears

the clangour of war.

About her the smoke

of her burning childhood.

Her country has been raped,

ravaged and rapined.

We see it in her eyes

the ugliness of war.

Man's inhumanity to man.

But then a glade, a glade of peace...

The tortured, hunted look

in her eyes becomes soft.

Peace! Beauty! Freshness!

The soft touch of morning dew!

The gentle lull of blossom!

But what is in her basket?

And why does she stand

as though in expectancy?

Are we eavesdropping on

a secret tryst in the midst of war?

And then a twig snaps in the forest!

To the minute! To the hour!

Steve has returned!

He's been riding for 76 days.

His eyes are rimmed with fatigue.

Caked with the dust of war.

With his own hands he has wrenched

open the gates of Jerusalem!

With his own hands he has crushed

an infidel army of 30,000!

He has fought the mighty fight!

He needs sustenance!

He needs apples!

Now we know what's in the basket.

He wearily stumbles after her,

his whole body demanding one thing

in his eyes a desperate desire.

She leads him... she leads him

into the glade of apples.

It is this that has given him

his inner strength!

Now we know what enabled this man

to fight the mighty fight.

We know what it is

that has succoured him

what it is that has sustained him

what it is that makes his eyes lose

the ferocity of war!

It can only be one thing!

Apples! Apples! Apples!

Apples! Apples! Apples!

Mr. Jackman, how did you manage to get

Steven Shorter for your commercial?

I just had a few words

with his manager, Mr. Crossley.

They must have been

very persuasive words, Mr. Jackman

30,000.

Steve...

Andrew's been very worried

about you lately.

He was saying to me that he thinks

you seem much too nervous.

I think he's wondering if there's

anything that might be upsetting you.

Is there?

Is that why...?

I suppose that's why

they've brought you in.

So they can...

keep tabs on me.

Whose idea was that?

Crossley's, I suppose.

- No, it wasn't.

- Bastard.

If you and Martin don't like each other

why do you keep working together?

Very simple answer to that...

as far as he's concerned.

He takes 15%.

You'll probably find that's

why Andrew's...

What is it? "Concerned" about me.

Steve, what do mean?

Well, you don't think...

he's chairman of Shorter Enterprises

for nothing, do you?

I wonder if you'd be kind enough

to ask Steven to come in.

I think he ought to hear

what we're now going to discuss.

Steve, would you come in please?

Are you well, Steven?

Yes, sir.

Good.

Miss Crawford, gentlemen, we come to

the central point of today's meeting.

ProfessorTatham.

We live in difficult times.

We face on every side

the danger of overthrow

by the forces of communism

and anarchy.

We must now for the sake of

national cohesion and survival

lock together into a single mould.

We must become one unit

to resist these forces.

And, to ensure this move,

we must of necessity

subdue the critical elements

in the country's youth.

This is why we first made Steven Shorter

more violent than anyone else...

because we knew this violence

would have a more direct appeal

to the youth of the moment.

Now we are going to use that appeal

by changing it.

Gentlemen, in accordance

with our planned campaign

and because we've reached

commercial saturation point.

In 10 days' time we're going

to make Steven Shorter repent.

We're going to make him say,

"I'm sorry for what I've done.

We're going to make him say,

"Now I want to go back into society."

"Now I will accept law and order."

No longer will I criticize

or rock the boat."

We're going to make Steven Shorter

say these things

because we want,

as we've always wanted

the youth of Britain

to say them also.

This is excellent, very exciting.

Now for clothes and new designs,

Miss Crawford...

Now for clothes and new designs,

Miss Crawford...

August 14th.

Item on the agenda:

The Youth of the Future.

Item on the agenda:

The Youth of the Future.

As you can see, gentlemen,

the accent in about 10 days' time

will dramatically swing to...

Thank you,Tony. Thank you, Daphne.

To respectability, cleanliness,

social grace and, above all...

to respectability, cleanliness,

social grace and, above all...

a new-found innocence.

The masculine will become softer

the feminine line more feminine.

And gone forever will be

the prison motif. Thank you,Tony.

You will notice that Daphne

no longer wears the penal collar

You will notice that Daphne

no longer wears the penal collar

but has an open, soft look

and that Tony no longer

has restrictive stitching

which imprisoned the body

in the last two years.

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