Route 1 - 

This route subverts the authoritative coolness captured by the iconic 'Keep Calm And Carry On", which represents a classic stiff upper lip associated with wartime Britain . By warping this phrase into an awkward and inelegant question in the final Super, it suggests that the government has lost control and is faltering under pressure.

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Route 2 - 

This route plays with the idea of exaggerated politeness and incompetence in the face of National emergency. It proceeds from something stark and attention-grabbing, and descends into a a hesitant pleading request for reassurance and forgiveness, providing a mismatch between crisis and tone.

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Route 3 -

This route plays on a literal reading of 'Acting Prime Minister'. Yje tone is set with Supers compating the British government to a stage production. However, any sense of authority is undercut with the brash VO that gives an uncharitable view of the prime minister's professional ability.​

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