TVE | SUITCASE | 1989
A TV Station Told People Not to Watch TV / TVE "SUITCASE"
In 1989, Spain's national TV station aired a commercial telling people not to watch too much TV. And it was the TV station itself that put it out.
The problem
In the late '80s in Spain, people were starting to worry about kids being glued to the television.
The insight
A TV station telling you not to watch too much TV—that very contradiction is what makes it believable. People trust the one who warns them, more than the one who's trying to sell to them.
The idea
A boy's pet dog packs its own bowl, brush, and bone into a suitcase. It gives one last nuzzle to a photo of itself with the boy, looks sadly at the boy who's glued to the TV, then picks up its bags and leaves home. The only narration is: "We want you to love our channel, but please don't turn into a zombie." In the other version, "Scooter," the dog brings its leash and ball, desperately trying to get the boy's attention, and in the end rides off on a scooter. In both, the dog's heartbreaking effort hits you right in the chest.
What happened
It won the Grand Prix in the Film category at the Cannes Lions in 1989. It was made by Contrapunto, directed by John Perkins.
Afterthought
It makes you realize advertising isn't just for selling things—sometimes it can say "let's take a little distance from each other," too. That scene where the dog closes the suitcase gets me every single time.
Awards
- Cannes Lions Grand Prix 1989
