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Car One “Damn License Plates” 2013

Car One “Damn License Plates” (2013) is a Car One commercial for Leo Burnett, Buenos Aires, Argentina, produced by Gloria Films. It won one award: Cannes Lions 2013 Film Bronze.

This ad humorously highlights the embarrassment caused by unfortunate license plate combinations, offering a solution to change them.

Video: Leo Burnett on YouTube

Shot by shot

  1. A man with glasses and a blue shirt smiles at the camera in a dimly lit parking garage, then a woman's face blurs past.© Car One0:11
  2. A man in a white coat looks at a man in a red sweater who stands next to a black car at a service window.© Car One0:17
  3. A man in a hat and plaid shirt walks across a sunny parking lot, talking on his phone and carrying a shopping bag, towards a dark grey hatchback car.© Car One0:25
  4. A person holds a cupcake while looking at a car's license plate that reads "FAT 328" in a parking lot.© Car One0:29
  5. A man with a unique mustache and a fedora hat holds a cupcake, looking around a parking lot with cars in the background.© Car One0:30
  6. A young woman with bangs and a white shirt holds a phone to her ear, looking shocked while holding a document in her other hand, in an office.© Car One0:35
  7. A man with a beard is driving a car, while a man in a white suit and black tie looks at him and smiles, in a city street.© Car One0:41
  8. A man with a beard and white shirt sits in a car, looking over his shoulder at someone off-screen, with a serious expression.© Car One0:44
  9. A female office worker with a short bob haircut sits at her desk, talking on the phone and looking frustrated in a bright, modern office.© Car One0:47
  10. An elderly man with a long white beard and black suit struggles to close the trunk of a gray car in front of a house.© Car One0:53
  11. A person with white hair stands next to the back of a gray car, looking at its license plate which reads "GOY 739" in an outdoor setting.© Car One0:57
  12. A young woman with bangs and a white shirt holds a phone to her ear, looking distressed in an office setting.© Car One1:01

Stills © Car One. Made by Leo Burnett, Buenos Aires, Argentina and Gloria Films.

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

The idea

Embarrassing license plates can be changed.

Tagline: “Because we all deserve a license plate that makes us happy.”

unfortunate coincidencesocial embarrassmentproblem-solutionhumorous situationsslice of life vignettes

The cut

Length
95 s
Shots
30
Average shot
3.2 s

What creatives use Car One “Damn License Plates” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Car One “Damn License Plates”? 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 man with glasses and a blue shirt smiles at the camera in a dimly lit parking garage, then a woman's face blurs past.© Car OneA man in a white coat looks at a man in a red sweater who stands next to a black car at a service window.© Car OneA man in a hat and plaid shirt walks across a sunny parking lot, talking on his phone and carrying a shopping bag, towards a dark grey hatchback car.© Car OneA person holds a cupcake while looking at a car's license plate that reads "FAT 328" in a parking lot.© Car One
    Frames from Car One “Damn License Plates”

  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 Car One “Damn License Plates” in order, with its length, framing and what happens in it.

    A man with glasses and a blue shirt smiles at the camera in a dimly lit parking garage, then a woman's face blurs past.© Car OneA man in a white coat looks at a man in a red sweater who stands next to a black car at a service window.© Car OneA man in a hat and plaid shirt walks across a sunny parking lot, talking on his phone and carrying a shopping bag, towards a dark grey hatchback car.© Car OneA person holds a cupcake while looking at a car's license plate that reads "FAT 328" in a parking lot.© Car OneA man with a unique mustache and a fedora hat holds a cupcake, looking around a parking lot with cars in the background.© Car OneA young woman with bangs and a white shirt holds a phone to her ear, looking shocked while holding a document in her other hand, in an office.© Car One
    Length: 95 s · Shots: 30 · Average shot: 3.2 s

  3. 03Ad ideas: every spot built on a problem-solution

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

    Car One “Damn License Plates” is built on a problem-solution. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisKrungsri First Choice “What the Fast”© Krungsri First Choicetruth “Breath of Stress Air”© truthWhisper “Keep Girls in School”© Whisper
    Novartis · Krungsri First Choice · truth · Whisper

Award-winning auto commercials

Questions

Which agency made Car One “Damn License Plates”?

Leo Burnett, Buenos Aires, Argentina created it for Car One (2013).

What awards did Car One “Damn License Plates” win?

1 awards, including Cannes Lions 2013 Film Bronze.

What is the tagline of Car One “Damn License Plates”?

“Because we all deserve a license plate that makes us happy.”

Sources for the credits and awards

The WorkThe Work