It is not easy to come up with a
good concept, execute it well and pull off the
surprise ending. If on top of that you have to
sell a product, and do it in a
matter of seconds, the task is immense.
Advertising, far from being considered the poor boy of the audiovisual industry,
enjoys great deal of recognition and admiration in the sector. A capacity for synthesis and persuasive force make
advertising an incredibly powerful tool, capable of controlling TV programming and influencing the lifestyle and free time of many in the audience.
Creating a good advert is therefore a major challenge, a requirement for large companies capable of contracting the
best talent. Many adverts are more than just an incitement to buy, they are
short films in the own right and applauded as such. Experimentation, innovation and the use of the latest technology come together to create
independent stories with plots that surprise and are able to convince the most sceptical of audiences.
The Cannes Advertising Cinema Festival is a Mecca for creativity each year.
And AlCINE's 'Advertising Cinema' section once again allows you to enjoy the sector's best work from recent months in
original version with subtitles.
