The brief was to create a TVC spot to help launch Missing Persons Week.

While previous years had focussed on more rational information, the Australian Federal Police tasked Common Ventures with telling a deeper narrative. 


How do we make people care about Missing Persons Week, when most of us have never had a loved one go missing? How do we explain the pain of a family in limbo? Of not being able to move through their grief or find a resolution?




The spot was based on a true (and very heartbreaking) story of a father who was spending thousands on their bomb of a car each year, just in case his daughter recognised it and came home. The spot was written, directed and produced by Common Ventures.


Hold on to Hope won Mumbrella’s TV Ad of the Year and was shortlisted by One Show Awards for Best in Film.

“This film echoes the real life grief of so many Australians who live in constant uncertainty, not knowing if or when their loved one will come back” –  AFP Deputy Commissioner Neil Gaughan

Why it worked