Cannes Lions

I'm Sorry

CARMICHAEL LYNCH, Minneapolis / SUBARU / 2017

Film
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Too many teenage drivers worry about the wrong thing after a car crash. They are often more concerned that their parents will be furious about the damage, when in reality, their parents are only concerned about their safety—and that’s the reason parents buy a car as safe as Subaru in the first place. This film begins with dramatic scenes of four different teenage drivers who have just been involved in violent car accidents. Shaken, but unharmed, they speak directly to camera as if they we’re speaking to their parents. As they tearfully apologize for damaging the Subaru, a title card fades up that reads: It’s okay. This is why parents buy a Subaru. An announcer then reminds viewers that Subaru vehicles have the highest safety ratings in their class..

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