Russian airline S7 issues a call to arms to break free from the loop of Boomerangs, filters, shares and likes in this trippy film that stands out in the air travel category.
The spot sets up a sharp contrast between the digital and real worlds. In the first part Boomerangs and cinemagraphs draw the viewer in before being interrupted by a completely black screen that forces people to confront their image in a digital world. Those digital photographs then grow louder and more colourful to invite people to "make photos come true" and get out there to experience the real world. The ad was created by Stereotactic and directed by Salomon Ligthelm through Stink Films.