AMIS | CRASH | 2011
An Invisible Crash Happens Right on the Desk / AMIS "CRASH"
A man working in an office is suddenly slammed against his desk by some unseen force. A 30-second shock.
The problem
AMIS is a trade association representing insurance companies in Mexico, and for years it has worked with Ogilvy Mexico on awareness campaigns about the importance of preventing risk and the meaning of having insurance. This film was made as part of that ongoing effort.
The insight
"Seven out of ten accidents happen while you're thinking about something else." That one statistic holds the whole idea of the ad.
The idea
The footage was shot in a single continuous take using wires and pulleys. The best take reportedly came on the seventh try. The physical, committed performance combined with the flat, understated camerawork makes the "unavoidability" of the accident stand out all the more.
What happened
The ad won Gold at Cannes Lions in 2011. It was the first Lion that AMIS and Ogilvy Mexico took home from Cannes, and more awards would follow.
Afterthought
I couldn't track down much more detail on the background or results, but these 30 seconds stick with you hard. The idea of expressing the fear of an invisible accident in the everyday space of an office. Simple, merciless, and that's exactly why it hits so hard.
Awards
- Cannes Lions Gold 2011
