The spirit of gambling targets another vulnerable individual in this latest GambleAware ad. Standing at the back of this darkened pub, he needles a lone drinker like a jilted lover channelling his inner Ben Kingsley. He toys with his prey, threatening to pass his winnings on to “her or him, him or her” before his true form is revealed.
Anyone who has ever experienced addiction in any way will recognise that insinuating voice in their ear relentlessly justifying itself, switching tactics on a whim; alternately menacing and cajoling.
The decision to personify it as the truly terrifying Don Logan is inspired. His is the sort of personality that won't be beaten, that thrives on wearing you to an exhausted pulp with his verbal battering before even laying a finger on you. How is it possible to find the strength to resist this, day in, day out, forever?
The degree of insight that this film - and its companion piece, 'Online' - shows is outstanding. It conveys the message that compassionate understanding and help from gambleaware.org is out there if you can just make contact. Let's hope those desperate to escape the clutches of such a destructive illness see this in time.
Director Tom Tagholm maintains his impeccable standards and let's give a nod to editor Leo King as well... his contribution here is absolutely vital.