Cannes Lions Award Critiques - 3
Campaign 3: “Brothers” | Agency: Leo Burnett | Country: Argentina | Brand: Car One | Category: Automotive
This ad featured two brothers who share a room getting into a physical altercation with each other. As they are fighting, the father is speaking in the background, debating whether or not to use his savings to build them each their own room. The ad was original because it featured an ironic background music choice, a simple, melancholy piano piece playing as the brothers wrestled. The father’s voiceover was also done in a calm voice, speaking on the incredible bond shared by the siblings and the advantages of them sharing a room, juxtaposing the boys in a physical altercation. The ad used a set with props and character attire that hint that the creative team was trying to get the scene to look like it was from the past. Using slow-motion filming was also a great way to match the tempo of the music and the voiceover and added more depth to the irony. All of these things allowed me to immerse myself in the creative piece and enjoy the humor in the irony.
It isn’t until the last scene where the father drives off in a new car that I realized what the ad was for. It took a bit of thought to tie in the plot with the actual product because it did not seem overly obvious the first time I saw it. Once I saw it again in more detail, I realized that the father had been debating splitting the bothers in separate rooms but realized he would be a bad father in doing so, highlighting the incredible bond brothers have by sharing a room. Therefore, he chooses to spend the money on a new car. The elements in the ad are original and I enjoyed the way they played on humor and typical sibling behavior to tie in a car dealership.