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ANDY Awards

Creative Award
New York, United States
Aucland.com - "The Fire" by ANDY Awards 2001

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TitleThe Fire
Title (original language)Le feu (Anglais)
Agency
Campaign The Fire - Aucland
Advertiser Aucland
Brand Aucland.com
PostedNovember 2000
Business Sector Online Auction
Tagline Anything can be bought, it's all a question of price.
Tagline (original language) Tout s'achète, c'est une question de prix.
Story Firemen surround a burning building. They only have one canvas to catch people with. The person who bids the highest sum will be caught. When a lady's bid is accepted, she jumps, but someone bids higher and she is left to fall!
Media Type Television
Length
Market France, United Kingdom
AI Description In this thought-provoking ad for Aucland.com, a dramatic scene unfolds during a nighttime cityscape where a building is on fire. Firefighters gather below the burning building, equipped with a canvas, yet they can only save one person. The scenario is a live auction, where onlookers bid for the chance to be saved. Over a loudspeaker, bids are called out in rising increments, creating an intense auction atmosphere. Eventually, the highest bidder is announced, prompting an elderly lady to prepare to jump from the building. As she leaps, another bid surpasses hers, and she falls to the ground. The ad cleverly showcases the concept: 'Everything can be bought, it's just a matter of price,' highlighting the absurdity of assigning monetary value in emergency situations. This bold narrative aims to underline the services of Aucland.com as an online auction site, with a provocative message about the price of everything in modern commerce.
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