"The Promise"

22 September 2024

2 mins 57s

Keeping your words

This is really interesting exploration of the concept of 'promises', especially as it asserts that the commitment of a promise can still have meaning even if it isn't kept. Director Karim Huu Do deploys a lot of skill to ensure the audience is firmly focused on the words spoken by a teacher as she expounds this idea.

A young man in her classroom represents the viewer, in a sense, as his face reveals how he is taking her message on board, and developing a better understanding of how the world works through his understanding of it. This association with a mature outlook appears to be the major gain for advertiser TIAA as they seek to capture the interest of the target market.

USA

Financial Services