Everything’s backwards in Spanish utility ad

Ad shop Contrapunto in Barcelona crafted this visually impressive but kind of confusing spot for Gas Natural Fenosa, showing a guy and gal who literally go against the flow and move backward through their day. It's a good thing they're a couple, because no one else would put with their silly-looking walks. Frankly, the whole approach seems misdirected. The ad touts the company's combo gas/electricity service—so, why the backwards thing? As best I can figure, it's a strained metaphor showing they feel comfy and secure all day because they began it in a comfy home heated and lit by this (hopefully) benevolent utilities conglomerate. I prefer my gas company to be forward-thinking and keep up on the latest trends and technology. That way, there's less chance of my house blowing up. If I lived my life backwards, the words I'm writing now would vanish one keystroke at a time. My editor wouldn't mind that—it would mean less vacuousness overall, and more space for art.

@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.