This spot opens on a young boy, asleep in a bedroom decorated with airplane mobiles and a wall decorated like a school bus. As he dreams, a toy school bus in his bed comes to life, prompting the wall to pull away and wake the boy into a spectacular dream world, with echoes of Alice In Wonderland and Where The Wild Things Are.
The boy chases the school bus down a volcanic beach, surrounded by imposing cliffs and lush waterfalls before discovering a rabbit hole. He sticks his head inside to find himself peering into a cozy theater, where a man in a primitive turtle suit runs across the stage in slow motion.
The boy continues to race down the beach, now passing giant tortoises, before falling through clouds onto a giant dog sled where his parents await him. As they charge across a frozen tundra, the boy suddenly has hand-made wings that enable him to soar through the air. He dives into the roof of the school bus, which collapses into a parachute-like cloth that plunges him back onto the theater stage. Here, he races across a makeshift finish line as his parents proudly applaud. The spot closes as a smile spreads across the face of the still slumbering boy with the tagline: “Dream…as fast as you want to be.”
“Mehirut” is one of two Pelephone spots in a package for Tel Aviv agency Warshavsky & Adler Chomski/ACW Grey, directed by Tel Aviv-based Eli Sverdlov who is handled by production house BRW USA.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More