At the beginning of the 1990s, Michel Gondry made the "Drugstore" advertisement for Levi's, the famous jeans label. With much humor, this commercial made the watch pocket fashionable again by twisting its use. Discover how...
The contrast between the past and modernity is central to this short film: while the action takes place in the 1920s or 1930s in the United States, the black and white images meld with the electro beat of the soundtrack. Like most of the commercials he made, Michel Gondry inventively plays with effects and makes use of technology.
Not only did this commercial win the Golden Lion at 1994 Cannes Lion Festival (celebrating creativity in advertising), it was also entered in the Guinness Book of Records as being the clip winning the most awards of all time. It was the beginning of a long and fabulous series of commercials and clips by Michel Gondry.
Don't wait: discover the "Drugstore" commercial.
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