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| Keeping your words | |
| by Jason Stone | |
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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.
Product Category: Financial Services
Territory: USA
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