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PENNY “The Rift” 2023

PENNY “The Rift” (2023) is a PENNY commercial directed by Seb Edwards for Serviceplan Berlin GmbH & Co. KG, produced by Anorak. It won 22 awards, including ADC 2023 Gold Cube Motion / Film Craft — Craft in Motion / Film / Visual Effects, Epica 2023 Gold Direction & Cinematography and One Show 2023 Silver Pencil — Moving Image Craft & Production.

A German Christmas ad depicts a society fractured by the pandemic and other issues, with a boy and an old woman representing the divide, until they find common ground.

Video: Tom Lindsay on Vimeo

Shot by shot

  1. An older woman with glasses and a teal jacket yells from inside her car at an unseen person, her face showing anger and frustration.© PENNY0:21
  2. A woman with blonde hair and glasses looks distressed as she is pushed into a dark, confined space by an unseen person.© PENNY0:43
  3. A senior woman with blonde hair, glasses, and a blue face mask looks up with a worried expression in a dark, metallic elevator.© PENNY0:58
  4. A man and a woman stand in a dimly lit hallway, looking at a wall with peeling paint and water damage, as the woman points at the wall.© PENNY1:12
  5. A close-up of an older woman with blonde hair, glasses, and a blue medical mask, looking up with a concerned expression in an elevator.© PENNY1:19
  6. Two young women, one with braids and a green jacket, the other in a pink top, stand close together in an elevator, looking downcast.© PENNY1:45
  7. A small, grey cat walks across the cracked floor of a dimly lit apartment building hallway, past a bulletin board and a closed door.© PENNY1:51
  8. A small, scruffy dog laps up spilled milk from the floor of a kitchen, while a person's legs are visible in the foreground.© PENNY2:07
  9. An older woman with glasses and a green jacket looks distressed while walking down a dimly lit, narrow hallway.© PENNY2:16
  10. A person's hand plays a melody on the keys of an old piano, dimly lit in a dark room.© PENNY2:26
  11. A dark, dilapidated apartment hallway with cracked walls and debris on the floor, as a door at the end of the hall is violently ripped open.© PENNY2:30
  12. A young man in a hoodie looks at a wooden door with a large crack in it, in a dimly lit hallway.© PENNY2:45

Stills © PENNY. Made by Serviceplan Berlin GmbH & Co. KG, Anorak and Seb Edwards.

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

The idea

Healing societal rifts through empathy and dialogue, especially during Christmas.

Tagline: “Let's heal the rifts in our society. Let's talk.”

generational conflictpandemic isolationsocial commentaryChristmas spiritreconciliationsymbolic setting

The cut

Length
233 s
Shots
90
Average shot
2.6 s

What creatives use PENNY “The Rift” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of PENNY “The Rift”? 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.

    An older woman with glasses and a teal jacket yells from inside her car at an unseen person, her face showing anger and frustration.© PENNYA woman with blonde hair and glasses looks distressed as she is pushed into a dark, confined space by an unseen person.© PENNYA senior woman with blonde hair, glasses, and a blue face mask looks up with a worried expression in a dark, metallic elevator.© PENNYA man and a woman stand in a dimly lit hallway, looking at a wall with peeling paint and water damage, as the woman points at the wall.© PENNY
    Frames from PENNY “The Rift”

  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 PENNY “The Rift” in order, with its length, framing and what happens in it.

    An older woman with glasses and a teal jacket yells from inside her car at an unseen person, her face showing anger and frustration.© PENNYA woman with blonde hair and glasses looks distressed as she is pushed into a dark, confined space by an unseen person.© PENNYA senior woman with blonde hair, glasses, and a blue face mask looks up with a worried expression in a dark, metallic elevator.© PENNYA man and a woman stand in a dimly lit hallway, looking at a wall with peeling paint and water damage, as the woman points at the wall.© PENNYA close-up of an older woman with blonde hair, glasses, and a blue medical mask, looking up with a concerned expression in an elevator.© PENNYTwo young women, one with braids and a green jacket, the other in a pink top, stand close together in an elevator, looking downcast.© PENNY
    Length: 233 s · Shots: 90 · Average shot: 2.6 s

  3. 03Ad ideas: every spot built on a generational conflict

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

    PENNY “The Rift” is built on a generational conflict. Search the library by idea to see every spot that uses it.

    Young Capital “Boost Your Boomer”© Young CapitalUnilever “Gene Project 90”© UnileverCingular “Battle”© CingularO Boticário “Tormenta”© O Boticário
    Young Capital · Unilever · Cingular · O Boticário

More commercials by Seb Edwards

Award-winning retail commercials

Questions

Who directed the PENNY “The Rift” commercial?

Seb Edwards directed it, produced by Anorak, for the agency Serviceplan Berlin GmbH & Co. KG.

Which agency made PENNY “The Rift”?

Serviceplan Berlin GmbH & Co. KG created it for PENNY (2023).

What awards did PENNY “The Rift” win?

22 awards, including ADC 2023 Gold Cube Motion / Film Craft — Craft in Motion / Film / Visual Effects, Epica 2023 Gold Direction & Cinematography, One Show 2023 Silver Pencil — Moving Image Craft & Production and Clio 2023 Silver — Film Craft (Sound Design) / Sound Design.

What is the tagline of PENNY “The Rift”?

“Let's heal the rifts in our society. Let's talk.”

Sources for the credits and awards

oneclub.orgaicpawards.comThe WorkThe Workoneclub.orgoneclub.orgoneclub.orgwinners.epica-awards.comwinners.epica-awards.comwinners.epica-awards.comThe Workweb.archive.org