I saw this for the first time on the big screen at the Cannes Advertising awards ceremony. I hadn’t seen it before, and i sat in my seat mesmerized. I kept thinking “if I was on the jury this would have got the Grand Prix”. Luckily for me i wasn’t on the jury because our campaign actually won the Grand Prix in the film and tv category. This ad did win a gold lion i think. Not too bad!
I was struck by it for a couple of reasons. Number one being i would never in a million years, even assisted by a million monkeys with typewriters, have come up with this idea. Or rather this executional approach. OK, both!
I remember it brought the rowdy crowd in the palais in Cannes to complete silence. But because it wasn’t funny, and because we were all so stunned, it didn’t get a lot of applause. I remember saying “this should have gotten the grand prix!” to my colleagues. that didn’t go down so well.
PS: it’s an ad for a Brazilian weekly magazine. EPOCA means “week” in Brazilian.
EPOCA “THE WEEK”