Ford Argentina has launched “Sol” (Sun), a television commercial telling the story of the day when the sun refused to come up. Narrated by a man in a restaurant, the story shows the perserverance of a community determined to fight despair.
A strange day, stranger than strange days. The sun did not come up on the horizon. People were left without shade, without heat. But the fire still grew within us. To avoid becoming afraid, desperate. To do what one does everyday. Maybe more forcefully. They worked as if it were the last day, or better still as if it were the first. Showing one another all one can do, or better still showing it to oneself. They worked without thinking whether that was the end or the beginning. It all happened on a day without daylight. Some believed that the story is a fairy tale, a fable. Others say that the sun deserved a day off.
Click on the image below to play the video in YouTube (HD)
The Sun ad was developed at JWT Argentina by executive creative directors Gonzalo Vecino and Pablo Álvarez Travieso, creative director/copywriter Esteban García, creative director/art director Diego Correa, planning director Fernando Cabarcos, brand manager Eduardo Parapugna, account manager Romina Rodríguez, account executive Martín Zucchini, client representatives Ricardo Flammini, Sebastián Trotta, Lucas Mazzorin and Gastón Galdeano, agency producers Federico Videtta and Ivonne Anderson
Filming was shot by director Nacho Gayán via Agosto / Pioneer Productions, with executive producer Pía Suárez, producers Toni Moreno and Natalia Mussolana, director of photography Manel Ruiz, editor Eliane Katz.