The Truth

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.

About the author

Justin Cone

Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.



Incredible… Simple and smart. One of the most powerful pieces I’ve seen in awhile.


I’m pretty jealous of how clever this was. Wish the audio quality was higher, because it was so integral to the piece, but whatcha gonna do? It is youtube.

Marc B.



Loved it

Joe Clay

Holy crap, I was like, OK I guess it’s nice at first, but by the time it was over all I could do was laugh. That was the most amazing piece of copy I’ve EVER seen. Brilliant!


i’d love to see the spanish version. it’ll probably have more impact.


If you change Argentina for Brazil it will work perfectly.
We have the same problems here… it really moved me.
Nice stuff


Would also like to see the original. This is amazing. Simplicity is always a good route when concept and idea is strong. Very good post justin.


Great concept and execution.


that left me feeling really good

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