Modern life is so screwed up, according to this darkly humorous campaign from Argentinean cinema advertising company FilmSuez.
Two films by La Comunidad, Buenos Aires, feature ridiculous situations rooted in 21st-century obsessions. In one, seen here, two shipwrecked men on a raft are discussing online banking passwords as the waves look set to finish them off. Then, they find a can of tuna. However after a lot of discussion about its nutritional benefits, they throw it back in the sea, as it contains too much mercury.
Another film features a team of paramedics who start taking selfies and debating filters rather than treating a museum employee who's had an unfortunate accident. They even ask him for the Wi-Fi pass word and lament that they're the "worst paramedics in the world" as they don't have a WhatsApp group. Both spots, directed by Augusto GimÃ©nez Zapiola via Argentinacine, end with the words: "Wherever the world is heading, don't go there. At least for two hours. Come watch independent films."
The campaign is designed to redefine the role of independent cinema and reinforce it as a space for social reflection. While the connection between the absurdity of modern life and independent film seems a bit of a stretch, the ads themselves, at least, feel like quality indie shorts. The campaign is running throughout cinemas in Argentina.