Cannes Lions

Making Memories

CARMICHAEL LYNCH, Minneapolis / SUBARU / 2016

Film

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Description

In this film, a father cleans out the old family car as he prepares to pass it down to his 16-year-old daughter. As he discovers long-forgotten objects in the back of the car, something unusual begins to happen. Each artifact he retrieves inspires an emotional memory of a day his daughter spent in that car—and those memories begin to magically appear on the lawn behind him. A small piece of an old crayon causes a vision of her schoolhouse to appear on the lawn. A dried corsage inspires a scene of his daughter’s school dance to appear. Eventually, his daughter joins him and he offers her the keys. As she drives away, eager to create memories of her own in the car, the announcer reminds us that there is always room for more memories in a car that lasts as long as this one.

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