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| Frozen Fashion | |
| by Syd Briscoe | |
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Time stands still for a woman in this excellent commercial for T K Maxx. She stares at her phone in the middle of a busy café, pupils dilating and sound dulling around her as she becomes mesmerised by whatever is on her screen. The action in her surroundings slows to a crawl throughout the sequence, giving us fascinating snapshots into other characters' lives. Playing cards and roses fly across the screen, an elderly couple snogs, a lonesome bride pushes back her veil in order to eat. A businessman swinging a pink tie around his head offers a particularly nice background laugh. Director Lou Escobar combines great VFX work with an intriguing narrative here, with the final reveal - that T K Maxx's new website is the cause of all the fuss - repeated several times. It's for comic effect, but it also means viewers are left with the news burned into their brains by the film's end.
Product Category: Clothing Retailers
Territory: UK
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