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5 July 2021

We see you.

by Andrew MacGregor

GMF: “Giving Back” - 68s

Fans of Vampire Weekend and Terrence Malick's 'The Thin Red Line' will recognise the tune in this ad for French insurance company GMF. 'God Yu Tekem Laef Blong Mi' by Hans Zimmer accompanies a lovely compendium of hard graft, selfless gestures, and togetherness that highlights unsung workers across society.

Chefs, hospital staff, and good Samaritans are depicted as the brand seek to demonstrate the many different ways in which we keep each other going. It's been done so well and with such an emotional impact that connecting the sequence to an insurer may feel like an anti-climax. However, well-judged pacing and casting add crucial weight to the message.

Director: Marko Roth Ⓦ (You Are Here Ⓟ Ⓦ)
Cinematographer: Julien Poupard

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