"A Fistful of Jackpots"

8 May 2025

45s

How the West was won.

This BacanaPlay commercial is a scream—a Wilhem scream, that is. Directed by The Martians (Diogo Abrantes and João Rito), much of the ad is a straight-up Western. We say "much of" since the protagonist is a chef who takes time out to play 'Cowboy Coins' on his smartphone. When he does, he's transported from a twenty-first-century kitchen to a nineteenth-century saloon.

The game causes a mass fight to break out because… it's a saloon in the Old West, for God's sake. A cheater's turned upside down so that cards fall from his sleeves like confetti, a cowpoke falls through a table (the Wilhelm scream was made for moments like this), and a man gets a faceful of chips as he's dragged across a table... much less stressful than a professional kitchen.

UK

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