2017 Winners & Shortlists

Brief Explanation

The film starts with copy on screen that reads, “Impossible strikes again this DSF” with sub-copy that reads “Sign up at visamiddleeast.com/dsf”. A calm, soothing announcer talks over the static frame saying, “Visa’s impossible deals are so good, they don’t need an ad.” All this happens within the first five seconds of the ad which is unskippable on YouTube. The announcer continues, “And now, a bunch of kittens asking for some affection.” As he says this, the film cuts to a litter of cute kittens. Relaxing music plays in the background as we watch the kittens on screen. The announcer says “you can skip now”.. The announcer then continues to narrate humorously the kitten scene unfolding for the remainder of the 60 seconds of the ad whilst subtly enticing, at intervals, the viewer to sign up for Visa’s impossible deals. The ad ends on a Visa logo with