That Life360 Super Bowl ad was inspired. As in, inspired by an actual y&r ad exec who lost her life in an elevator at work very similar to what the ad depicts. I’m all for tasteless advertising, but something tells me this one is gonna cross a line.

likefunny
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You’re talking about a tragic story the wider public doesn’t know about. Elevator malfunctions are a super common fear. This ad is great, not tasteless, and your concern trolling is why nobody risks making bold work anymore

likesmart

I didn’t know the story but still find these spots to be in poor taste. I appreciate the construct but these lean more dark than they do funny. IN MY OPINION. Congrats to all who worked on the campaign.

I think the average American watching the game tomorrow will find it dumb and funny

like

of course, but that doesn’t make it right

likesmart

Her name was Suzanne and she was awesome.

likeupliftinghelpful

How do you know it was inspired by that incident?

like

Oh wow, I remember that incident and watching the spot makes my stomach churn. ALTO freelancers and founders were all around at that time and they clearly had it on their mind when they wrote the scenario. It could have been any other accident and it would’ve still worked. I can imagine them justifying it by saying she talks at the end, so it’s ok. Like when Will Ferrell falls down a cliff in Austin Powers. But in that example, he goes on and on and it’s all theatre of the mind. So yes, it’s very derivative in a lot of ways.

https://www.instagram.com/reels/DUb0ZlfjTYf/

likesmart

Whoa. That is absolutely awful.

I haven’t seen that spot but remember that horrific incident. 😢

like

RIP to her. I hope her colleagues in the elevator are doing ok also.


https://www.politico.com/states/new-york/city-hall/story/2011/12/the-nightmare-story-of-the-young-rubicam-elevator-accident-001882

likehelpful

I’m sure that wasn’t the thought process. It was “how can we show someone in the most danger who’s still worried about their kid” and the visual of her speaking while getting pulled up is, in a Looney Tunes way, “funny.” Definitely arresting. And going darker is a way to break through.

But no doubt they know about it. IMHO the bigger fail is that they went way too dark. Even if she’s “okay”, imagining some cut in half is a pretty gruesome thing to put in viewers’ heads.

like

Not just you. Thought the same and was stunned.

like

Yikes just googled it because I was unaware of this story, the actress they cast also doesn’t look too different from the IRL woman (maybe a little older).

like

great creatives behind this, but not my favorite work (irl incident aside … i didn’t make that connection)

like

I’m surprised nobody in the room shot this idea down bc it was too close to IRL. In all my meetings, everything is overanalyzed. Would love to hear from someone who worked on this spot, did it ever come up?

I was immediately reminded of that. Looks like I was not the only one.

Her name was Rosalind Shays and she was a lawyer

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