Sometimes simplicity is the best route.
This ad is a year old, but I’ve only recently discovered it. It’s a fantastic example of how well-written copy powered by a strong concept can make a powerful statement. And yes, the animation of this text, however simple it may be, is crucial to the execution of the spot.
Translated from its original Spanish, this English version won a silver award at last year’s Cannes Lions. (Apparently, it would have won gold if agency Savaglio\TBWA in Buenos Aires had submitted it in Spanish.)
Thanks to my friend Tanja Zoellner for the tip.