Cannes Lions

Hermit

Newsan S.A., Buenos Aires / PHILCO / 2022

Film
Demo Film

Overview

Entries

Credits

Overview

Execution

We see a hermit at a gas station in some desolate place. While watching a couple fighting a vending machine, he tells us about his point of view on technology. “Daydreamers, they rely on technology they barely understand believing they can control it” he begins his story in a threatening tone and warns us about them: the machines. Throughout the tale, we discover a little of his history. He used to be a scientist who, convinced of the future rebellion of machines against humanity, threw his career overboard. He talks about these dangerous enemies (washing machines, air conditioners, TVs) and when we find ourselves at the peak of tension, everything is interrupted with a plate that overprints: Don't worry. If machines rebel, we’ll give you your money back. All this story was the introduction of our great idea: Philco Predicta is the first line with guarantee in case of rebellion.

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