"Cold Water"

18 June 2019

77s

The Buddy System

AXA promise to be in their customers' corner with this intriguing film. Directed by Yags, the ad focuses on a group of open-water swimmers - all women 'of a certain age' who find empowerment and community in their unusual hobby. It's a dangerous sport to undertake solo... and, well, why would they want to with friends like these?

An atmospheric opening in the wee small hours - partly lit by headlamps - transitions into a more upbeat affair with the help of a jazzy soundtrack, as the camaraderie the swimmers have becomes clear through their genuine affection for each other. The focus on texture throughout - sand on skin, wool around fingers, cold waves lapping at feet - is particularly evocative.

UK

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