Cannes Lions

Certified Story Time

MRM//McCANN , Birmingham / GENERAL MOTORS / 2019

Film
Film
Film
Film
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Overview

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Credits

Overview

Background

In the US, typical used vehicles are often sold by individual owners and do not come with any guarantees or assurances. Certified Pre-Owned vehicles are used vehicles that a car dealership will inspect, bring up to quality standards (if needed), and sell with multiple other benefits, like a warranty or an exchange policy.

The phrase Happily Ever After is derivative from the way some stories end with “…and they lived happily ever after”.

Execution

We set out to create stories that were well-told. In order to do that, we knew we had to employ plenty of imagination. And one helluva storyteller.

Our director carefully selected a narrator with presence and charisma that draws you in. He’s the sole voice in each story who channels different characters throughout. He appears in different scenes, unbeknownst to the other characters. Allthewhile weaving a cohesive (and educational) tale.

But these stories go well beyond our master storyteller. We chose a director who put whimsy and imagination into her treatment—including everything from the full cast, to the color palette, to the carefully considered framing and art direction.

Because we weren’t locked into linear storytelling we utilized many different techniques. Like, flashbacks, flash forwards, comical aside comments by the narrator, and, most important, his ability to perfectly ‘mouth’ the other character’s words within his own narration.

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