"Special" is a totally over-used word. That's the message of a new ad for Mexico's Modelo Especial, an AB In-Bev-owned beer brand that has "special" bulit into its name -- so you would think it wouldn't have a leg to stand on, but it gets away with it here.
The spot, directed by Landia's Rodrigo Saavedra for David Miami, is a fast-paced montage of vignettes humorously illustrating all the ways in which "special" has become meaningless: from special offers and special delivery to special of the day, special someones and special effects. All of these are naturally, shown up as lame. Except Model Especial, which has been "special" since 1925.
Saavedra adds in a statement: "The challenge here really was to make tell each vignette in the minimum
amount of seconds and shots whilst not letting the framing become too tight and restricted. My goal from the start was to make this fast, big and ,most importantly, funny."