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Enough with the fun, entertaining ads from Cannes. Here’s a difficult, depressing one that won a bronze Lion in Film—lg2’s “Don’t Give a Damn” for SAAQ, the state-owned road-safety organization in Quebec.
Like many road-safety ads, this one follows a reverse chronology, from a child’s physical therapy back to the moment of his catastrophic injury in an auto accident. This structure is meant to add to the heartbreak, dramatizing the futile hope of going back in time and changing fate.
Here,
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