"Reconnect"

6 November 2023

90s

Playing the long game.

This beautiful commercial depicts the relationship between a father and his child which clearly has its ups and downs. The father, who is deaf, is aware that his daughter is feeling disconnected from him, and when he arrives to collect her, she reluctantly pulls away from her friends. Nonetheless, you can see a degree of ease enter her countenance as soon as she sits in the passenger seat, even if she isn't yet ready to exhibit this fully.

The father seems to be oblivious, but thanks to Chris Fowles's subtle direction, we sense that behind his playfulness lies an earnest intent to reconnect with his daughter by playing the fool. The audience is obliged to read between the lines to intuit all of this, but it's there... if you look. The advertised vehicle takes a backseat, as it were, but the advert is all the stronger for that.

UK

Cars