JANUARY 7, 2009

Be kind, “Rewind”

It’s a melancholy kickoff: A young woman’s standing in the middle of a bustling street, and she’s crying. But give this lovely ad a moment to sink in and you’ll be grinning from ear to ear.

“Rewind City,” which promotes a French DVR service, plays the metaphor out literally: Crowds around the woman begin to move backward. A bus arrives, and with it the woman’s lover. Then comes the inevitable reunion. The spot was filmed in Goa, India, by Ringan Ledwidge — whose time-twisting Hovis bread ad was another recent VSL pick. Like that other miniature movie, “Rewind City” matches formal inventiveness with real emotional resonance — it, too, is a keeper.

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“Rewind City”

more ads by Ringan Ledwidge