Cannes Lions

Language

SS+K, New York / COMCAST / 2016

Film
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Description

We see an African-American boy sitting at the family dining table. He’s eating breakfast. The apartment is modestly appointed, which helps to give us an understanding for his socio-economic status. The boy takes a pause from his breakfast and looks directly at the camera. He speaks Chinese, and tells us about a basketball he's looking forward to. There are no subtitles. And the vast majority of the local audience is terrifically unfamiliar with Chinese. So it’s safe to assume that barely any viewers will be catching a single word he says. Making the boy’s ability really exceptional and rare. And pretty stunning.

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