Judge’s Comment: “I’m sure most people who follow IDIDTHAT will agree, that often with movies and tv, it’s hard to fully engage without some kind of opinion based on what we’ve learned in the production process.  So, maybe it was the timing, but when I first watched this piece of film, just before lockdown, I somehow viewed it as just a person watching an ad. Not somebody who made ads or had anything to do with ads. Just somebody watching one, and it’s been a long time since that happened. So like I said, it was probably the timing that put me in this mindset, but a nostalgic treatment, even though showing current times, made me appreciate all the things we have right now. Tonally, it made me feel positive going into lockdown and that everything was going to be all right. And the positivity in the performances took the edge off the fear and created a great sense of anticipation for what will be waiting for us, a reward on the other side. It was exactly what I needed to see and I think it made me feel exactly what was intended. Which is exactly what a beautifully crafted piece of film is meant to do. No matter how old or young, we are all experiencing things for the first time right now, so everything becomes a very personal account based on what we are feeling. Maybe in a different time I would have viewed the work differently, but a beautiful piece of craft is meant to make you feel something, and this made me feel something lovely right now. I’m sure it affected lots of other people the same way too. Well done.”
– IDIDTHAT Guest Judge: Jake Bester, Creative Partner / Executive Creative Director at M&C Saatchi Abel