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Bgh “Summer Hater” 2013

Bgh “Summer Hater” (2013) is a Bgh commercial directed by Juan Cabral for Del Campo Saatchi & Saatchi, produced by MJZ. It won 8 awards, including Cannes Lions 2013 Film Silver, El Ojo de Iberoamérica 2013 Gold Film – TV6: Electrodomésticos, electrónica, telefonía, audio, video, computación and LIA 2013 Silver — Production & Post-Production / Cinematography.

A man who despises summer and everyone in it finds solace in his BGH air conditioner, escaping the heat and the people he loathes.

Video: DelCampo Saatchi&Saatchi Buenos Aires on YouTube

Shot by shot

  1. A person's hand with a ring on the finger is shown in a dark, intimate setting, with soft light illuminating the skin.© Bgh0:00
  2. A blurry person in a green shirt is seen from behind, looking at a building with a window and tree branches in the foreground on a sunny day.© Bgh0:06
  3. A man lifts his blue t-shirt to reveal his sweaty stomach, while a woman next to him drinks water from a plastic bottle on a sunny day.© Bgh0:12
  4. A woman in a bikini sunbathes on a rooftop next to a boombox, with laundry hanging on lines in the foreground and background.© Bgh0:18
  5. A vintage television set displays a news report about a heatwave, sitting on a wooden cabinet in a dimly lit room.© Bgh0:24
  6. A woman in a yellow bikini and sunglasses sunbathes on a rooftop in a lounge chair, looking relaxed on a sunny day.© Bgh0:27
  7. A man's face is shown in extreme closeup, with his fingers touching his nose, as he smells something in a dimly lit interior.© Bgh0:31
  8. A hairy person with dark skin and a patterned swimsuit lies on a sandy beach, glistening with sweat under the sun.© Bgh0:35
  9. An older man with white hair, wearing a white shirt, holds his head in his hands, looking down in despair, silhouetted against window blinds.© Bgh0:39
  10. A person's blue eyes peer intensely through a narrow horizontal slit, their face partially obscured by a beige surface.© Bgh0:44
  11. Bgh “Summer Hater”, shot 29© Bgh0:49
  12. A man's eye peeks through a narrow gap in a window blind, then text appears on the blind.© Bgh0:55

Stills © Bgh. Made by Del Campo Saatchi & Saatchi, MJZ and Juan Cabral.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A misanthropic man's internal monologue about hating summer, contrasted with his relief from an AC.

Tagline: “THE NEW ENERGY EFFICIENT BGH”

internal monologuemisanthropic protagonistsummer heat miseryproduct as escapedark humorcontrast between inner thoughts and outer reality

The cut

Length
70 s
Shots
35
Average shot
2.0 s

What creatives use Bgh “Summer Hater” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Bgh “Summer Hater”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person's hand with a ring on the finger is shown in a dark, intimate setting, with soft light illuminating the skin.© BghA blurry person in a green shirt is seen from behind, looking at a building with a window and tree branches in the foreground on a sunny day.© BghA man lifts his blue t-shirt to reveal his sweaty stomach, while a woman next to him drinks water from a plastic bottle on a sunny day.© BghA woman in a bikini sunbathes on a rooftop next to a boombox, with laundry hanging on lines in the foreground and background.© Bgh
    Frames from Bgh “Summer Hater”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Bgh “Summer Hater” in order, with its length, framing and what happens in it.

    A person's hand with a ring on the finger is shown in a dark, intimate setting, with soft light illuminating the skin.© BghA blurry person in a green shirt is seen from behind, looking at a building with a window and tree branches in the foreground on a sunny day.© BghA man lifts his blue t-shirt to reveal his sweaty stomach, while a woman next to him drinks water from a plastic bottle on a sunny day.© BghA woman in a bikini sunbathes on a rooftop next to a boombox, with laundry hanging on lines in the foreground and background.© BghA vintage television set displays a news report about a heatwave, sitting on a wooden cabinet in a dimly lit room.© BghA woman in a yellow bikini and sunglasses sunbathes on a rooftop in a lounge chair, looking relaxed on a sunny day.© Bgh
    Length: 70 s · Shots: 35 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a internal monologue

    Before you present an idea, you need to know who has done it, and how.

    Bgh “Summer Hater” is built on a internal monologue. Search the library by idea to see every spot that uses it.

    Healthline “For All I Know”© HealthlineNørregade “Goth”© NørregadeInternational OCD Foundation “Escape the loop”© International OCD FoundationBetterHelp “Want”© BetterHelp
    Healthline · Nørregade · International OCD Foundation · BetterHelp

More commercials by Juan Cabral

More from Del Campo Saatchi & Saatchi

Award-winning home commercials

Questions

Who directed the Bgh “Summer Hater” commercial?

Juan Cabral directed it, produced by MJZ, for the agency Del Campo Saatchi & Saatchi.

Which agency made Bgh “Summer Hater”?

Del Campo Saatchi & Saatchi created it for Bgh (2013).

What awards did Bgh “Summer Hater” win?

8 awards, including Cannes Lions 2013 Film Silver, El Ojo de Iberoamérica 2013 Gold Film – TV6: Electrodomésticos, electrónica, telefonía, audio, video, computación, El Ojo de Iberoamérica 2013 Gold Producción Audiovisual – PA6 – Mejor Uso de Música and LIA 2013 Silver — Production & Post-Production / Cinematography.

What is the tagline of Bgh “Summer Hater”?

“THE NEW ENERGY EFFICIENT BGH”

Sources for the credits and awards

The WorkThe Workelojodeiberoamerica.comelojodeiberoamerica.comweb.archive.org