"Life is This Very Moment"

12 October 2020

60s

Hulk play!

An unlikely friendship takes centre stage in this whimsical ad for online retailer Very. A young girl discusses the changing seasons with her favourite Avenger, listing her favourite things about autumn and supplying Hulk-appropriate replies when her action figure doesn't hold up its end of the conversation.

Director Gary Freedman has captured a wonderfully understated moment here, coaxing a lovely performance from his young lead which feels entirely natural. Throw in a humorous comment about mum and dad swapping "the white stuff for the red stuff" and a conker hat and it makes for a charming snapshot of juvenile imagination.

As more Covid-related restrictions loom and the weather gets colder, this film provides a salient reminder that for now, the best thing we can do is live in the moment. An appealing bit of playground philosophy to muse on in troubled times.

UK

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