This ad for a Taiwanese estate agency shows once again how a truly great piece of advertising doesn't necessarily have to connect directly to the product or the service being advertised. It’s a long film which revisits the couple we first met in an award-winning film last year, and it’s utterly absorbing - once you start watching, you'll find it hard to turn away.
The film explores a young married couple’s tender journey navigating infertility, and the viewer is taken by the hand with them. We witness them trying out positions, hyperaware of children in the park, talking about going to the temple to draw fortune sticks, following doctors’ orders and even considering random advice from well-meaning colleagues. The husband eloquently summarises: "Countless problems, challenging the two who thought love would conquer all."
The feeling of impending doom as we watch the couple trying and failing is agonising. A friend sharing an ultrasound scan of her baby is the tipping point. The pressure and disappointment become too much and we watch in dismay as the couple pull apart. A cup that once would have been shared between them is now left on the side half full. He questions his competency and we see her crying alone in bed. A physical and emotional rift is palpable.
We live in a binary world; we’re often expected to take sides or only told one half of the story. But this film is perfectly balanced in its portrayal of this dilemma. It displays both sides beautifully and the viewer empathises with both of the main characters equally.
A pivotal moment comes when an older couple whose children have grown up and left home come into the man’s shop to have their photograph taken. Their insight helps realign his thinking. "It’s still a family portrait with just the two of us." The realisation that happiness doesn’t have to be tied to having children, that it can be found within each other is monumental for them. It would be simplistic to think that they lived happily ever after without more hardship or pain, but the viewer is left with the uplifting notion that they’ll be okay no matter what their destiny.
Product Category: Estate Agents