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Kruger “Love Is Messy” 2024

Kruger “Love Is Messy” (2024) is a Kruger commercial for Broken Heart Love Affair, produced by Scouts Honour. It won 6 awards, including Cannes Lions 2024 Film Craft Silver, LIA 2023 Gold — Production & Post-Production / Editing and Clio 2024 Silver — Film Craft / Direction.

This ad celebrates the beautiful, messy, and unpredictable journey of love through various life stages, from childhood crushes to old age, highlighting that love is messy, but worth it.

Video: Graham Chisholm on Vimeo

Shot by shot

  1. A young boy with glasses holds up a piece of paper with a red heart drawn on it, looking at it intently.© Kruger0:07
  2. A young woman in a light-colored dress runs away from the camera on a dark beach at dusk, illuminated by a spotlight.© Kruger0:30
  3. A couple is seen through a window, embracing in an office at night, with blinds partially obscuring them.© Kruger0:41
  4. A young woman in a white tank top carries a blue caddy with dishes and food, moving quickly through a room.© Kruger0:52
  5. A young boy in a blue shirt and shorts jumps off the side of an RV parked on a sandy beach at sunset.© Kruger0:57
  6. A man in his 20s, wearing a dark shirt, holds a green pacifier in his hand and looks at it with a surprised expression in an interior setting.© Kruger1:07
  7. A newlywed couple, the bride in a white dress and the groom in a suit, dance energetically at their wedding reception, surrounded by cheering guests.© Kruger1:13
  8. A young couple, a woman in overalls and a man in a t-shirt, sit on a landing in a stairwell, talking and laughing.© Kruger1:23
  9. A man in a blue shirt gently wipes the face of a woman in a blue top with a white cloth, showing care and intimacy.© Kruger1:32
  10. A blonde woman in a dark top and a man in a blue shirt argue in a dimly lit kitchen.© Kruger1:42
  11. A young couple, a woman in a green dress and a man in a white shirt, passionately kiss while sitting in an armchair in a dimly lit room.© Kruger1:52
  12. An elderly couple, a man and a woman, with grey hair, share a tender kiss outdoors during golden hour.© Kruger2:01

Stills © Kruger. Made by Broken Heart Love Affair and Scouts Honour.

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

The idea

Love is messy, but worth it, shown through life's unpredictable moments.

Tagline: “UNAPOLOGETICALLY HUMAN™”

love conquers alllife's journeymessy momentsunpredictable lovecelebrating imperfectionsgenerational love

The cut

Length
139 s
Shots
121
Average shot
1.1 s

What creatives use Kruger “Love Is Messy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Kruger “Love Is Messy”? 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 young boy with glasses holds up a piece of paper with a red heart drawn on it, looking at it intently.© KrugerA young woman in a light-colored dress runs away from the camera on a dark beach at dusk, illuminated by a spotlight.© KrugerA couple is seen through a window, embracing in an office at night, with blinds partially obscuring them.© KrugerA young woman in a white tank top carries a blue caddy with dishes and food, moving quickly through a room.© Kruger
    Frames from Kruger “Love Is Messy”

  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 Kruger “Love Is Messy” in order, with its length, framing and what happens in it.

    A young boy with glasses holds up a piece of paper with a red heart drawn on it, looking at it intently.© KrugerA young woman in a light-colored dress runs away from the camera on a dark beach at dusk, illuminated by a spotlight.© KrugerA couple is seen through a window, embracing in an office at night, with blinds partially obscuring them.© KrugerA young woman in a white tank top carries a blue caddy with dishes and food, moving quickly through a room.© KrugerA young boy in a blue shirt and shorts jumps off the side of an RV parked on a sandy beach at sunset.© KrugerA man in his 20s, wearing a dark shirt, holds a green pacifier in his hand and looks at it with a surprised expression in an interior setting.© Kruger
    Length: 139 s · Shots: 121 · Average shot: 1.1 s

  3. 03Ad ideas: every spot built on a love conquers all

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

    Kruger “Love Is Messy” is built on a love conquers all. Search the library by idea to see every spot that uses it.

    Coca Cola “Familias”© Coca ColaCartier “A Limitless Love Story”© CartierNike “I Would Run to You”© NikeNexplanon “A Crown Of Fallen Light”© Nexplanon
    Coca Cola · Cartier · Nike · Nexplanon

More from Broken Heart Love Affair

  • Royal Ontario Museum (ROM) "Immortal Nature's Symphony" (2025) commercial still© Royal Ontario Museum (ROM)Royal Ontario Museum (ROM) “Immortal Nature's Symphony” 2025Dir. Rune Milton · Broken Heart Love Affairshots Awards Gold 2025
  • Cashmere "Unapologetically Human" (2021) commercial still© CashmereCashmere “Unapologetically Human” 2021Dir. Mark Zibert · Broken Heart Love AffairCannes Lions Bronze 2021
  • Oikos "Chase You" (2026) commercial still© OikosOikos “Chase You” 2026Dir. Martin Werner · Broken Heart Love Affair
  • Dairy Farmers of Ontario "Milk Moments" (2026) commercial still© Dairy Farmers of OntarioDairy Farmers of Ontario “Milk Moments” 2026Dir. Jason Van Bruggen · Broken Heart Love Affair
  • Doordash "What's For Hockey" (2026) commercial still© DoordashDoordash “What's For Hockey” 2026Dir. Jack Driscoll · Broken Heart Love Affair
  • In The Raw "Sweeteners - While in the Raw" (2026) commercial still© In The RawIn The Raw “Sweeteners - While in the Raw” 2026Dir. Aaron Ruell · Broken Heart Love Affair

Award-winning fmcg commercials

  • Finish "Water Index" (2022) commercial still© FinishFinish “Water Index” 2022Dir. Tarık BayarEffie Awards Grand Prix 2022
  • Pedigree "Hard Man to Impress" (2017) commercial still© PedigreePedigree “Hard Man to Impress” 2017Dir. Adam Gunser · ColensoBBDO, New ZealandSpikes Asia Grand Prix 2017
  • Purina Dog Chow "Every Day" (1996) commercial still© Purina Dog ChowPurina Dog Chow “Every Day” 1996Fallon McElligottEffie Awards Grand Prix 1996
  • Heinz "Mustard x Mustard" (2026) commercial still© HeinzHeinz “Mustard x Mustard” 2026The KitchenEffie Awards Gold 2026
  • Ajinomoto "How Ajinomoto Changed America’s Minds about MSG" (2026) commercial still© AjinomotoAjinomoto “How Ajinomoto Changed America’s Minds about MSG” 2026EdelmanEffie Awards Gold 2026
  • IAMS "Waylon" (2025) commercial still© IAMSIAMS “Waylon” 2025adam&eve\TBWAANDY Awards Gold 2025

Questions

Which agency made Kruger “Love Is Messy”?

Broken Heart Love Affair created it for Kruger (2024).

What awards did Kruger “Love Is Messy” win?

6 awards, including Cannes Lions 2024 Film Craft Silver, LIA 2023 Gold — Production & Post-Production / Editing, Clio 2024 Silver — Film Craft / Direction and Clio 2024 Silver — Film Craft / Editing.

What is the tagline of Kruger “Love Is Messy”?

“UNAPOLOGETICALLY HUMAN™”

Sources for the credits and awards

aicpawards.comaicpawards.comThe WorkThe Workclios.comclios.com2023.liaentries.com