"Challenge Accepted"

18 October 2024

48s

Prepare to try.

Since 2016, the #ChallengeAccepted hashtag has been used to raise awareness of cancer and call out femicide in Turkey. Now, after a fun game of pass the hashtag, Montirex use it to sell sportswear. Director Mak Mahmut Akay steps up to the challenge, so to speak, with a commercial all about modest feats of strength, skill, and speed.

Akay and DP Ethan Lodge amp these up with tricksy camerawork, so we get a football's-eye view as it careens towards the crossbar, travel under a basketball player's legs as he's nutmegged, and feel the rush of an impromptu foot race. Good luck to whoever throws down the gauntlet to MMA fighter Leon Edwards.

The banter's clunky in places, especially between the two footballers ("You can't do it!"), but the overall package suggests a homegrown brand like Montirex can compete with the big boys.

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