Cannes Lions
DAVID, Buenos Aires / COCA-COLA / 2017
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Description
A young basketball player stands out at a street game. As his career evolves, a VO sets a parallelism between his growing performance and a shining light. He trains hard and drinks Powerade. He becomes a rising star shining. VO warns: "Whenever a light's on, insects come along".
Now he's turned a pro. Surrounded by distractions that pros attract: Money, fame, media, girls. All this "bugs" gathered among his brilliance are combined with footage of insects flying around lights. He takes an important winning shot, and misses... it all fades to black. The "insects" fly away.
He finally steps out his fancy car at the street court were it all begun. He practices some shoots, has a sip of Powerade, and scores. VO ends the story: "You know what it takes for your light to never go out."
Super: STAY ON. Packshot: "Powerade, the complete sports drink".
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