Airing during the second quarter of the Super Bowl, Avocados From Mexico’s “GuacWorld” unites a chosen few in a perfect world full of everything they’ve ever wanted in an idyllic paradise. But, it doesn’t take much for this ideal society to start unraveling once its celebrated leader is met with a world-defining question: “where are the chips?!”
Turns out the chips are outside the cordoned off world, triggering havoc in utopia.
David Shane and Michael Clancy directed via O Positive for agency GSD&M, Austin, Texas.
Credits
Client Avocados From Mexico Agency GSD&M, Austin, Texas Jay Russell, chief creative officer; Tom Hamling ,Tim Eger, group creative directors; Barrett Michael, Leigh Browne, associate creative directors/copy; Greg Wyatt, Jon Williamson, associate creative directors/art directors; Jack Epsteen, director of production. Production O Positive David Shane, Michael Clancy, directors; Marc Laliberte-Else, DP; Ralph Laucella, Marc Grill, exec producers; Ken Licata, producer. Editorial Arcade Edit Nick Rondeau, editor; Dean Miyahira, assistant editor; Damian Stevens, managing partner; Crissy DeSimone, exec producer; Kirsten Thon-Webb, head of production; Alexa Atkin, producer. Online/VFX Timber Jonah Hall, creative director/partner/VFX set supervisor; Kevin Lau, creative director/partner; Sabrina Elizondo, exec producer; Brian Shneider, Flame artist; Brandon Harden, Brack Hightchew, Erik Rojas, Flame assist; Kevin Lau, Jon Lorenz, Zach Carnes, James Kim, design; Jeff Willette, Jon Lorenz, Brandon Lester, Erik Zimmermann, CG; Michael Loney, Mark Robben, Cris Kong, Daniel Svaboe, Nuke artists; Miles Kinghorn, colorist; Jillian Lynes, James Reid, producers; Michelle Cashllo, production coordinator. Music/Sound Design Robot Repair Kael Alden, music; Doug Darnell, sound design. Audio Post Eleven Jeff Payne, mixer; Jordan Meltzer, Andrew Smith assistant mixers; Melissa Elston, exec producer; Maddee Bonniot, producer.
For World Cancer Day (Feb. 4), Gustave Roussy, a treatment center in France ranked number one in Europe and number four in the world in the fight against cancer, is once again speaking out through film. “Lucie” retraces the life of a young woman, from her birth, her joys, her encounters and her trials, in particular the illnesses she faced or may have faced (if not vaccinated) during her life but which did not kill her thanks to advances in science and medicine, including the discovery of her rare cancer at the age of 36.
Conceived by Publicis Conseil and directed by Jaco Van Dormael via production company Hamlet, “Lucie” takes the gamble of using almost exclusively scientific images to tell this story (scanners, MRIs, microscopes, 3D). It highlights the beauty of these images beyond their raw meaning, the poetry that can emerge from them to pay tribute to all the researchers, doctors and specialists who over the centuries have transformed what were once serious illnesses into benign ones, saving many lives in the process. Like most of us, Lucie lives her life without even thinking about all the times when science and medicine have enabled her to go on living.
“In a world where cancer affects one person in two and more and more young adults, we want to show that the disease is a stage in life from which the majority of sufferers are now recovering, thanks to scientific progress. Lucie’s story is the story of thousands of patients. This film makes Gustave Roussy, its doctors, researchers and professionals part of the history of major scientific advances,” said Professor Fabrice Barlesi, CEO of Gustave Roussy.
