In this spot directed by Vince Squibb of Gorgeous for Leo Burnett London, we see two acquaintances get stuck in an elevator (or “lift”) within a high-rise office building. They quickly become friends – sharing everything from shoes and music to sad memories and life stories.
But when their rescuers offer them some food, with a promise that it won’t be long before the lift is fixed, it turns out that McDonald’s Chicken Selects are just too good to share. Their friendship ends just as quickly as it started.
Credits
Client McDonald’s Agency Leo Burnett London Matt Lee, Pete Heyes, creative directors; Harry Osborne, Sam Sword, art directors/copywriters; Adriana Ferran, planner; Javre Dow, producer. Production Gorgeous Vince Squibb, director; Ciska Faulker, producer; Laust Trier Mork, DP. Editorial The Quarry Paul Watts, Jonnie Scarlett, editors. Postproduction MPC Sound Design Wave Parv Thind, Tony Rapaccioli, sound designers
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
