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Winamax “The Lift” 2022

Winamax “The Lift” (2022) is a Winamax commercial directed by Sam Pilling. It won 6 awards, including Cannes Lions 2022 Film Silver, Clio 2022 Bronze — Film Craft (Editing) / Editing and Eurobest 2021 Bronze Film Craft B05: Visual Effects.

A young man's mother experiences a series of increasingly absurd and dangerous elevator malfunctions, from falling through floors to being launched into the sky, all while her son is betting on sports.

Video: Wanda Productions on Vimeo

Shot by shot

  1. A young man with dark hair and a beard, wearing a dark jacket, looks intently forward, with a blurred figure in the background.© Winamax0:00
  2. A senior woman with red hair and a patterned scarf looks up with a neutral expression inside a dimly lit elevator.© Winamax0:22
  3. An older woman with blonde hair and a scarf stands in an elevator with her arms outstretched, looking up in fear.© Winamax0:33
  4. A woman in a pink dress and white fur coat is on her hands and knees, crawling on the floor of a dimly lit room.© Winamax0:47
  5. An older man with glasses and a mustache looks up with a surprised expression, as a drop of liquid falls onto his face in an interior setting.© Winamax0:54
  6. A woman in a purple robe sits at a dining table, holding her head in distress as the room shakes violently, with objects falling and dust filling the air.© Winamax0:57
  7. A high-speed shot of an elevator shaft with sparks flying, as if the elevator is rapidly ascending or descending.© Winamax1:04
  8. A man in a suit stands in a modern apartment with large windows, gesturing with his hand as he speaks.© Winamax1:09
  9. A young man with dark hair and a black jacket hangs upside down, looking at the camera with a neutral expression amidst a dusty, destroyed environment.© Winamax1:15
  10. A woman in a bikini is thrown from an elevator into a rooftop pool, creating a large splash, with city buildings in the background.© Winamax1:21
  11. An aerial view shows a city partially obscured by clouds, with a small, box-like structure falling through the sky.© Winamax1:30
  12. A woman with red hair and a patterned scarf stands in a damaged airplane cabin, looking distressed and holding her hand to her ear.© Winamax1:43

Stills © Winamax. Made by Sam Pilling.

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

The idea

Exaggerated, surreal elevator mishaps to show the son's dedication to his mother.

Tagline: “ANYTHING FOR YOUR MAMA”

absurdist humorescalating chaosmother-son bondsurrealismhidden heromagical realism

The cut

Length
120 s
Shots
91
Average shot
1.3 s

What creatives use Winamax “The Lift” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Winamax “The Lift”? 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 man with dark hair and a beard, wearing a dark jacket, looks intently forward, with a blurred figure in the background.© WinamaxA senior woman with red hair and a patterned scarf looks up with a neutral expression inside a dimly lit elevator.© WinamaxAn older woman with blonde hair and a scarf stands in an elevator with her arms outstretched, looking up in fear.© WinamaxA woman in a pink dress and white fur coat is on her hands and knees, crawling on the floor of a dimly lit room.© Winamax
    Frames from Winamax “The Lift”

  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 Winamax “The Lift” in order, with its length, framing and what happens in it.

    A young man with dark hair and a beard, wearing a dark jacket, looks intently forward, with a blurred figure in the background.© WinamaxA senior woman with red hair and a patterned scarf looks up with a neutral expression inside a dimly lit elevator.© WinamaxAn older woman with blonde hair and a scarf stands in an elevator with her arms outstretched, looking up in fear.© WinamaxA woman in a pink dress and white fur coat is on her hands and knees, crawling on the floor of a dimly lit room.© WinamaxAn older man with glasses and a mustache looks up with a surprised expression, as a drop of liquid falls onto his face in an interior setting.© WinamaxA woman in a purple robe sits at a dining table, holding her head in distress as the room shakes violently, with objects falling and dust filling the air.© Winamax
    Length: 120 s · Shots: 91 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a absurdist humor

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

    Winamax “The Lift” is built on a absurdist humor. Search the library by idea to see every spot that uses it.

    Anthropic “Can I Get a Six-pack Quickly”© AnthropicCeraVe “Michael CeraVe”© CeraVe-196 “Ridiculous! How -196 defied the hottest trends”© -196Monde Nissin / Voiz “Contact Lens”© Monde Nissin / Voiz
    Anthropic · CeraVe · -196 · Monde Nissin / Voiz

More commercials by Sam Pilling

Award-winning media & entertainment commercials

Questions

Who directed the Winamax “The Lift” commercial?

Sam Pilling directed it.

What awards did Winamax “The Lift” win?

6 awards, including Cannes Lions 2022 Film Silver, Clio 2022 Bronze — Film Craft (Editing) / Editing, Clio 2022 Bronze — Film Craft (Visual Effects) / Visual Effects and Eurobest 2021 Bronze Film Craft B05: Visual Effects.

What is the tagline of Winamax “The Lift”?

“ANYTHING FOR YOUR MAMA”

Sources for the credits and awards

The WorkThe WorkThe Workclios.comclios.comnyfadvertising.comnyfadvertising.comnyfadvertising.com