Pearl & Dean commemorate 50th anniversary milestone with launch of charity initiative supported by Ewan McGregor and Sharleen Spiteri...
Pearl & Dean press release - 13 May 2003

2003. It’s the year in which Pearl & Dean, the greatest name in cinema advertising, marks its 50th anniversary. And in celebration of this half-century of involvement with the world of film, it is proud to announce the launch of a special anniversary fundraising initiative benefiting two unique and highly deserving charities. They are the Children’s Hospice Association of Scotland (CHAS) and MediCinema.

THE CHARITIES

Working with a number of high profile partners, Pearl & Dean has mapped out an exciting year-long plan of fund-raising activities, so ensuring that this golden year will be celebrated not just now, but well into the future. And as part of its on-going drive, it will be screening two specially-commissioned commercials for CHAS and MediCinema.

Pearl & Dean is delighted to announce that two of the most respected young stars in the worlds of film and music will be supporting them in this unique venture - actor Ewan McGregor and Texas frontwoman Sharleen Spiteri.

CELEBRITY SUPPORT

As a patron of both charities, Ewan is delighted to be able to be involved in both commercials. He wrote and directed the cinema appeal for CHAS, and provided a voiceover for the MediCinema appeal.

He says, “Pearl & Dean’s 50th Anniversary Charity fund means that both these small charities will have the opportunity to mount a nationwide campaign to fundraise this year. Pearl & Dean have donated screen time so that a wider audience will learn of the work of these charities. We have made two adverts for the cinema which have directly involved the people which this fund will support.”

And Sharleen, a keen supporter of CHAS, adds, “It’s an organisation that makes a real difference to thousands of lives every year. The support of Pearl & Dean will help CHAS to keep helping.”

CHAS is the only charity committed to the provision of children’s hospice services in Scotland, offering support to children with life-threatening conditions, and to their families. MediCinema fundraises to install cinemas in hospitals and screens the latest cinematic releases to hospital bound patients of all ages. Their commercial was written by scriptwriter John Hodge (Shallow Grave, Trainspotting) and brought to life by director Rodney Butcher on location at the special cinema at London’s St. Thomas Hospital.

Both Warner Village and UGC Cinemas have kindly offered to support the Pearl & Dean initiative by screening the two commercials at their cinemas across the UK.

WATCHED THE ADS, NOW GET THE T-SHIRT..

To enable the fashion-conscious young to get involved in the celebrations, Pearl & Dean is excited to announce that two specially-designed ‘his’ and ‘her’ T-shirts will be launched to the public this Spring. These unique fashion items will be modelled by Ewan and Sharleen.

And it would be impossible not to acknowledge Pearl & Dean’s legendary musical logo. The distinctive ‘Pa Pa Pa Pa Pa Pa Pa Pa’ tune is as redolent of the cinema experience as the smell of popcorn and hot dogs, and has kept the brand close to the nation’s heart across five whole decades.

‘Asteroid’, as it is officially known, will be celebrated in a specially commissioned anniversary musical button badge, available to buy later in the Spring at selected retail outlets and in cinema foyers. All profits from the badges and T-shirts will benefit both charities.

THE GALA SCREENING

20th Century Fox will be donating a gala screening as a fundraiser for the Pearl & Dean 50th Anniversary charity initiative. Ewan McGregor and Sharleen Spiteri will be co-hosting a cocktail party for Ewan McGregor’s forthcoming film ‘Down With Love’, a romantic comedy in the vein of the 1960’s films of Doris Day and Rock Hudson. Ewan stars as “man about town”, Catcher Block, who is determined to win over pre-feminist star novelist Barbara Novak (Renee Zellweger) - in a contagious tale of mistaken identities. All monies raised from this Pearl & Dean 50th Anniversary Charity Fund event will benefit CHAS and MediCinema.

Says Christine Costello, Chief Executive of Pearl & Dean: “2003 is a golden year for us, and in creating the 50th anniversary initiative we’re signalling our determination not just to celebrate, but also to give something back – to both the industry we operate in, and to the wider community.
“I want to thank personally every single person who is helping us with these twin aims - not least Ewan and Sharleen, whose personal support and involvement will undoubtedly help us raise even more money for two such deserving charities.”


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