"Beyond the Goalposts"

8 October 2025

30s

Moving the goalposts.

This ad for Accenture reframes the expression 'moving the goalposts' away from the negative connotation normally associated with it towards an idea that the epithet represents life's habit of shifting dynamically in a new direction. To illustrate this, a quick succession of alternatives is shown after a ball is initially shown hurtling towards a more conventional pair of goalposts.

It's a neat conceit but entirely dependent on perfect execution, and SMUGGLER's Jovan Todorovic has delivered it. Ably assisted by the VFX boffins at Parliament, Todorovic has invested the idea with a sweet combination of visual élan and humour... and all in just thirty seconds. It results in a sense that whatever it is Accenture do, they do it very well.

USA

Business Development