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

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TitleThe Fire (French)
Title (original language)Le feu
Agency
Campaign The Fire - Aucland
Advertiser Aucland
Brand Aucland.com
PostedJuly 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 The television ad opens with a chaotic scene of a city at night, engulfed in fire and smoke. Firemen and emergency services are frantically working to control the flames leaping from a building. A dramatic scenario unfolds as a group of firemen hold a single canvas, preparing to catch people jumping from the windows. Meanwhile, an auction-like atmosphere develops, with voices shouting bids ranging from 200 to 2100 francs. Viewers witness a moment where a woman's bid is accepted, leading her to leap from the burning building. However, another higher bid instantly eclipses hers, leaving her fate uncertain as she descends. The ad concludes with a bold message emphasizing that everything is for sale, it's all a question of price. The overall visual experience is underscored by an atmosphere of tension and dark humor, reflecting the absurdity of tying life-saving actions to monetary value.
Director
Executive Creative Director
Production Company
Executive Producer
Agency Producer
Art Director
Copywriter