Ad of the Day: The Year’s Sweetest Home Improvement Ad Will Brighten Your Day

Joy is one project away

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

Director of Photography: Miguel Valencia

Art Director: Ximena Castañeda

Editor: Miqui de la Barra

Audio: Audiopost


@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
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