Nine MSN Were You There in Mad World?

Australian Nine MSN’s latest TV commercial has provided an poignant overview of six events of the last twelve months to take us to their news web site. The camera opens on an empty leather chair on rollers, on a wooden floor with curtains in the background and a table in the foreground. As the camera pans back to provide the table as tv-like frame, the text appears: “Where were you when the tsunami hit?”

Office chair in Nine MSN TV Ad

Green chairs in an empty lecture room with an overhead projector in the foreground and exit sign in the background. “Where were you when Douglas Wood walked free?” A crate outside a Chinese restaurant in a lonely back alley… “Where were you when Saddam was captured?” A swing chair in a deserted back garden… “Where were you when Schappele was sentenced?” Chairs in a wating room at an airport with a moving plane in the background. Is that Ansett insignia? “Where were you when London won the games?”

A chair in a room with an operating photocopier and clocks representing different time zones… “Where were you when London was attacked?” A chair at a city office desk with a laptop… “Wherever you were we were there.” The camera zooms into the laptop to show a video of Schappele receiving her sentence and the tsunami waves sweeping in from the beach. “For National Nine News as it breaks visit ninemsn Australia’s number one news website”

Click on the image below to play the Mad World video.


Creative work was developed at Euro RSCG Australia, Sydney, by copywriter Anthony Pitt, art director Luke Thompson and team.

Filming was shot by director Mark Molloy from Exit Films, Melbourne with director of photography Danny Ruhlmann.

The soundtrack to “Were You There” is “Mad World”, sung by a local primary school choir, and produced at Electric Dreams. Mad World” was written by Roland Orzabal of Tears for Fears and released in their 1983 album, The Hurting. The song re-emerged performed by Michael Andrews (piano and arrangement) and Gary Jules (vocal) accompanying the end of the cult movie, “Donnie Darko.”

Lyrics to Mad World

All around me are familiar faces
Worn out places, worn out faces
Bright and early for their daily races
Going nowhere, going nowhere

And their tears are filling up their glasses
No expression, no expression

Hide my head I want to drown my sorrow
No tomorrow, no tomorrow

And I find it kind of funny
I find it kind of sad
The dreams in which I’m dying
Are the best I’ve ever had
I find it hard to tell you
‘Cause I find it hard to take
When people run in circles
It’s a very, very
Mad World

Children waiting for the day they feel good
Happy Birthday, Happy Birthday

Made to feel the way that every child should
Sit and listen, sit and listen

Went to school and I was very nervous
No one knew me, no one knew me

Hello teacher tell me what’s my lesson
Look right through me, look right through me

Download ‘Mad World’ from iTunes – Donnie Darko version and Tears for Fears version…
Donnie Darko version

Tears for Fears version