Umberto Mauri
Art Director at VML Italia
Milano, Italy
TitleLuca
Agency
Campaign Luca
Advertiser Coop
Brand Coop
PostedAugust 2002
Product Supermarket
Business Sector Department Stores, Supermarkets
Story In a pitiable rundown shack, a man who seems in questionable cuts a slice od bread while coughing, then opens a bottle of beer.
Speaker: "Luca works in a mine 12 hours a day. When he comes home, he's so tired he doesn't have the strength to speak, to play, or to do anything at all."
A dog approaches the man wagging its tail to greet him; the man kicks it roughly away. He enters the next room.
The speaker continues:"For Luca, work has become a problem rather than a solution. The only thing Luca wants to do when the day comes to an end is sleep."
The man walks up to a bed and takes some money out of a tin box.
Now we see that a dark skinned little boy is sleeping in the bed. The speaker concludes: "Goodnight Luca".
Media Type Television
Length
Creative Director
Creative Director
Copywriter
Art Director
Production Company
Director

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