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Timely, Responsible, Honest (with video to match)

Sometimes all it takes to get front of mind is a timely crafted ad, like Virgin’s new Billion Point Giveaway campaign. But beyond the timing, the video needs to match the concept. In the case of these ads, created by CHE Proximity, they take the viewer through the heads of everyone associated with the epic mixup in the storyline. Moving from closeups of talent taking long pensive pauses, to wide shots that establish a little more context, take the viewer on a journey: from that feeling that you get in the pit of your stomach when you’re dealing with a BIG screw up that involves you, to one that says, “and yes, this mistake is bigger than you, and we’re owning it.”

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