In a competitive market where brands amplify aspirations in visuals to connect consumers with their brands, this script acts as an opposite attraction in invoking consumer sentiments — that talent isn’t inborn, but rather, achieved through blood, sweat and tears.
It is not that often a beautiful script is awarded with a non linear approach to communicate a simple message to “never quit”. And, to TVC for a brand reborn after years of dormancy in TV advertisements.
These last two compelling challenges were embedded in our initial thoughts after being briefed by Sandru Emil, Creative Director at BBDO. And, clearly that wasn’t going to be an easy task, we felt.
Anton Josef, the director made that connection and crafted his shot list by staying true to course, advocating a seemingly simplistic execution where each frame is given room to speak for itself. The agency and clients were supportive through all our meetings and exchanges, ingredients imperative for this script to succeed in it’s communication.