WaterAid underlines the contrasting experiences of the advert’s UK audience with those experiencing water poverty in Africa. A carefully choreographed set of stylistic oppositions at the start of the advert reinforce this sentiment, with the opening shot of a rain-soaked British scene (composed as a claustrophobic closed frame mid shot) providing a stark contrast to the open-framed long shot of Claudia’s sun-soaked search for water.

In terms of diegetic sound usage, too, the rainy ambience of the first scene is replaced by the dry crunch of Claudia’s footsteps, whilst, visually, the green colour palettes of Britain transform into dusty browns of the African Savannah. These stylistic clashes are used, ultimately, to underline the stark disparities that exists between the viewers’ water rich existence and those less fortunate than themselves