The Grimmest Ad at Cannes Trod Familiar Ground but Was Still a Gut Punch

lg2's shock piece for SAAQ

Headshot of Tim Nudd

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, though, the horror is twofold, as the driver’s laugh at a text message reverberates chillingly through every scene. A pointed end line completes the bleak vision.

Client: SAAQ
Agency: lg2, Quebec City, Canada
Creative Director / Art Director: Luc Du Sault
Copywriter: Nicolas Boisvert
Accountants: Catherine Darius, Mireille Côté, Alexandra Laverdière
Agency Producer: Isabelle Fonta
Director: Maxime Giroux
Production House: Les Enfants
Producer: Geneviève Sylvestre
DOP: Sara Mishara
Post-Production: Mel’s
Sound Design: Denis-Éric Pedneault / BLVD

@nudd Tim Nudd is a former creative editor of Adweek.