The Labour Party has released its own take on a viral and powerful Danish television ad as it urged the Maltese people to put aside their differences and unite ahead of this Saturday’s MEP and European Parliament election.
The Danish video, entitled ‘All That We Share’, is the work of &co, the agency also responsible for a recent European Parliament video depicting a child being born.
The concept, which takes the form of a social experiment, has been replicated several times before and now Labour has also adopted it, giving it a distinct Maltese twist.
“It’s easy to put people in boxes,” says the voice of Prime Minister Joseph Muscat in the background, as people start filing into outlines boxes inside a warehouse.
The people hail from all walks of life. There are those are doing well and those who aren’t, hunting and trapping enthusiasts and those who disagree with the hobby, people from opposing village feast factions, migrants, people who have witnessed and passed through abuse, people who are fighting sicknesses and people whose loved ones are suffering.
As the people walk into their boxes, a woman starts shooting out random questions, such as “Who here fought with their partner last month?” and “Who doesn’t know how to fry an egg?”.
As the people walk out of their boxes, they realise that they have far more in common than first meets the eye.
It is at this point that Muscat walks into the room to deliver a final message.
“And then there’s all of us, those who are proud of our country and who love our country. That which unites us is stronger than that which divides us.”