Cannes Lions

Truck

BISCUIT FILMWORKS, Los Angeles / STATE FARM / 2018

Film
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Throughout this film, we feel the passage of time. The spot follows the emotional and physical journey of a male blue-collar shift worker. He catches a bus in the morning. Works in a factory. Catches a bus home again. He waits at his local bus stop at night. In the sweltering heat. In the freezing cold. In the rain. Each time looking intently at something across the road. We also witness our hero experiencing the less glamorous aspects of travelling on a bus like noisy school kids and broken air conditioning.

 

Finally, we reveal what he's been looking at—it's a pickup truck at a car dealership. The film concludes as the truck we just saw is driving past the local bus stop, but this time the bus stop is empty. We cut inside to reveal that our hero is behind the wheel.

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