Cannes Lions
BUTLER, SHINE, STERN & PARTNERS, Sausalito / BLUE SHIELD OF CALIFORNIA / 2017
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This black-and-white film follows a pack of runners in an organized race. Initially, a group makes its way through a tunnel; we hear nothing but the reverberating sound of sneakers on pavement accompanied by a female voice-over. Though it’s not clear who’s speaking or who the protagonist is, the voice declares that “youth doesn’t fade.” The runners progress down a closed street with the camera to their backs. Midway through this journey the camera glides to the front of the pack. The perspective flips to reveal that an older female has been leading the way. Moreover, we learn that this older protagonist was providing the VO throughout, and she was the one confidently reaffirming that youth never fades.
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