The storytelling is exceptionally strong in "The Perfect Daughter," a Promart Homecenter spot by Fahrenheit DDB in Lima, Peru, that won a silver Lion in Film last week at Cannes.
Directed by Ricardo Chadwick, the commercial employs a quiet, understated approach that tugs at viewers' emotions, but never seems mawkish or contrived. The problem this particular dad faces feels very real, as does his solution, achieved through a trip to Promart for supplies.
The tagline, "Your family is perfect. Your home should be too," strikes just the right tone. It's inclusive and thoughtful, and fits the spot's theme without coming on too strong.
There's no dialogue; indeed, words aren't needed to communicate the brand proposition or the deeper, heartfelt message. Those two elements could easily have been at odds if less deftly handled, but they mesh to perfection in this story of a dad's desire to bring some light into his daughter's world.
CREDITS
Client: Promart Homecenter
Agency: Fahrenheit DDB, Lima, Peru
Creative Director / Copywriter: Ricardo Chadwick
Agency Producer: Valeshka Granda
Production House: Rebeca
Director: Ricardo Chadwick
DOP: Miguel Valencia
Art Director: Ximena Castañeda
Editor: Miqui de la Barra
Audio: Audiopost