"Learn"

12 September 2024

90s

Every day is a school day.

DAVID used to work with someone who said every day’s a school day. Every day. Hear it often enough and the words no longer make sense. Director Rodrigo Saavedra restores some of DAVID's sanity with a commercial about what it means to learn what can't be taught through conventional means.

Shot with tactile elegance by Saavedra and DP Mariano Monti, the ad invites us to leave theory behind and get out into the field. Take a seat in nature's classroom, like the woman who drives her Ford Raptor through water, or the rancher who becomes fluent in horse. They learn by doing, and there is plenty to do out there.

The brand recommend a 4x4 pick-up truck as a useful learning aid, of course. For the love of God, people, please learn to drive first, though. A cairn is a whole different ball game, after all.

Latin America

Cars