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A man who can't keep the lights on for his family leaves home on a five-year quest, and returns as a human firefly who lights up his entire village.
That is the bizarre, ultimately tragic plot of this "Firefly Man" ad for Ocedel Lighting in Japan. It won a silver in Film and a bronze in Film Craft last week at Cannes Lions, and before that, it was the Grande Film winner at this year's Asia Pacific AdFest.
The spot, made by Drill Tokyo, is also a far more coherent story than any Marvel Cinematic Universe film we've seen to date.
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