Cannes Lions

PEE

SIMPLE, Santiago / NEUROSCIENCE PHARMA / 2022

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Execution

We hear a guy peeing, but with difficulty, in single interrupted streams. At the same time, the guy describes how annoying and painful it is to pee with a swollen urethra. Each word the guy says accompanies the sound of a stream of pee; in short, brief, interrupted moments. Suddenly the guy's voice begins to speed up, and the words are now spoken in an endless sentence with no pauses, periods, or commas, accompanied by the sound of a continuous and powerful stream of pee. To convey that the urethra started semi-blocked but afterward was freed and no longer obstructed.