D E S I G N /// ck

This commercial has been around for a while, but I saw it afresh last night. The editing is awesome, writing a vivid story without a word in one minute. The slow dawning realization of the gloating team that they didn't really win, as the disappointment of the losing team turns to condescension... Look for the long shot of the kids with the trophy and in the blurry foreground the kid slowly raises his red Happy Meal in response. Brilliant. And when the kid drops the trophy right as the music pauses- the whole story has flipped around. Even though I don't go to McDonald's that often, I do appreciate that they've really gotten clever with their advertising.