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Consejo Publicitario Argentino “Las 1000 Millas de Luca” 2014

Consejo Publicitario Argentino “Las 1000 Millas de Luca” (2014) is a Consejo Publicitario Argentino commercial directed by Martin Kalina for TBWA\Buenos Aires, produced by Primo. It won 2 awards, including El Ojo de Iberoamérica 2014 Gold Film.

A father and son with Down syndrome embark on a road trip, enjoying various activities and celebrating their bond, culminating in a triumphant moment by a lake.

Video: Consejo Publicitario Argentino on YouTube

Shot by shot

  1. A father and son, both shirtless, are in a swimming pool, holding each other and submerging underwater, in an indoor pool with a glass roof.© Consejo Publicitario Argentino0:01
  2. A wide shot of a green valley with trees and mountains under a clear blue sky, as if seen from a moving vehicle.© Consejo Publicitario Argentino0:05
  3. A silver car drives on a winding mountain road next to a lake, with green trees and rocky cliffs under a clear sky.© Consejo Publicitario Argentino0:06
  4. Two men in vintage racing gear push a red vintage race car on a wet road, with trees in the background.© Consejo Publicitario Argentino0:08
  5. Consejo Publicitario Argentino “Las 1000 Millas de Luca”, shot 8© Consejo Publicitario Argentino0:10
  6. A young boy with dark hair, wearing a light-colored sweater, smiles and puts his hands behind his head while sitting on a couch in a cozy, rustic living room.© Consejo Publicitario Argentino0:11
  7. A young man with Down syndrome, wearing a dark jacket, laughs joyfully while holding onto another person's arm in a grassy outdoor setting.© Consejo Publicitario Argentino0:13
  8. A young boy with dark hair and a blue jacket smiles mischievously at the camera outdoors.© Consejo Publicitario Argentino0:16
  9. A man with graying hair and a beard laughs heartily, looking off-camera with mountains and trees in the background during the day.© Consejo Publicitario Argentino0:17
  10. A man and a boy in a convertible car, driving on a road with mountains in the background, both raising their arms in excitement.© Consejo Publicitario Argentino0:19
  11. A man with a beard is seen smiling in a car's side mirror, with a green landscape and mountains in the background.© Consejo Publicitario Argentino0:20
  12. A young man with dark hair and a white t-shirt sits in the passenger seat of a white convertible, looking scared and gesturing with his hands, on a dirt road surrounded by green foliage.© Consejo Publicitario Argentino0:21

Stills © Consejo Publicitario Argentino. Made by TBWA\Buenos Aires, Primo and Martin Kalina.

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

The idea

Celebrating the bond between a father and his son with Down syndrome.

father-son bondingroad trip adventureovercoming challengesjoyful discoverytriumphant journey

The cut

Length
30 s
Shots
19
Average shot
1.6 s

What creatives use Consejo Publicitario Argentino “Las 1000 Millas de Luca” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Consejo Publicitario Argentino “Las 1000 Millas de Luca”? 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 father and son, both shirtless, are in a swimming pool, holding each other and submerging underwater, in an indoor pool with a glass roof.© Consejo Publicitario ArgentinoA wide shot of a green valley with trees and mountains under a clear blue sky, as if seen from a moving vehicle.© Consejo Publicitario ArgentinoA silver car drives on a winding mountain road next to a lake, with green trees and rocky cliffs under a clear sky.© Consejo Publicitario ArgentinoTwo men in vintage racing gear push a red vintage race car on a wet road, with trees in the background.© Consejo Publicitario Argentino
    Frames from Consejo Publicitario Argentino “Las 1000 Millas de Luca”

  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 Consejo Publicitario Argentino “Las 1000 Millas de Luca” in order, with its length, framing and what happens in it.

    A father and son, both shirtless, are in a swimming pool, holding each other and submerging underwater, in an indoor pool with a glass roof.© Consejo Publicitario ArgentinoA wide shot of a green valley with trees and mountains under a clear blue sky, as if seen from a moving vehicle.© Consejo Publicitario ArgentinoA silver car drives on a winding mountain road next to a lake, with green trees and rocky cliffs under a clear sky.© Consejo Publicitario ArgentinoTwo men in vintage racing gear push a red vintage race car on a wet road, with trees in the background.© Consejo Publicitario ArgentinoConsejo Publicitario Argentino “Las 1000 Millas de Luca”, 0:10© Consejo Publicitario ArgentinoA young boy with dark hair, wearing a light-colored sweater, smiles and puts his hands behind his head while sitting on a couch in a cozy, rustic living room.© Consejo Publicitario Argentino
    Length: 30 s · Shots: 19 · Average shot: 1.6 s

  3. 03Ad ideas: every spot built on a father-son bonding

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

    Consejo Publicitario Argentino “Las 1000 Millas de Luca” is built on a father-son bonding. Search the library by idea to see every spot that uses it.

    Ikea “Cooking Is Caring”© IkeaCartier “Shape Your Time”© CartierKohls “Holiday Magic”© KohlsMcDonald's Arch Deluxe “Arch Deluxe Launch”© McDonald's Arch Deluxe
    Ikea · Cartier · Kohls · McDonald's Arch Deluxe

More commercials by Martin Kalina

  • Campofrío "Revenge" (2017) commercial still© CampofríoCampofrío “Revenge” 2017Dir. Martin Kalina · McCann Spain (Madrid)Epica Bronze 2017
  • Factorial "Poor Managers" (2026) commercial still© FactorialFactorial “Poor Managers” 2026Dir. Martin Kalina · Fuego Camina Conmigo
  • VISA "THE KYLE" (2025) commercial still© VISAVISA “THE KYLE” 2025Dir. Martin Kalina · Anomaly
  • Samsung "Samsung - Ring" (2025) commercial still© SamsungSamsung “Samsung - Ring” 2025Dir. Martin Kalina · Slap Global
  • BFY "Dry January" (2025) commercial still© BFYBFY “Dry January” 2025Dir. Martin Kalina · PS21
  • Walkers "Better For You" (2025) commercial still© WalkersWalkers “Better For You” 2025Dir. Martin Kalina · PS21

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Questions

Who directed the Consejo Publicitario Argentino “Las 1000 Millas de Luca” commercial?

Martin Kalina directed it, produced by Primo, for the agency TBWA\Buenos Aires.

Which agency made Consejo Publicitario Argentino “Las 1000 Millas de Luca”?

TBWA\Buenos Aires created it for Consejo Publicitario Argentino (2014).

What awards did Consejo Publicitario Argentino “Las 1000 Millas de Luca” win?

2 awards, including El Ojo de Iberoamérica 2014 Gold Film and El Ojo de Iberoamérica 2014 Silver Film.

Sources for the credits and awards

elojodeiberoamerica.com