Cannes Lions
BORGHIERH/LOWE, Sao Paulo / JOHNSON & JOHNSON / 2011
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The film shows a housewife happily, absent-mindedly, tidying up things in her kitchen in the morning (washing dishes, making toast). She seems to be miles away, day-dreaming, grinning for no apparent reason. Next, we see her son during break time at school, opening the lunchbox that his mom prepared. He opens the foil paper to unwrap his snack but to his surprise, instead of finding a sandwich, he finds his mother’s dish washing sponge. Tagline ends the film explaining the reason for his mother’s mix-up: K-Y® Side Effect. Suggesting that the mother’s previous night was quite good.
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