We are Julian. We are father. We are friend. And sometimes a son of a bitch

For a long time this was my all-time favorite (Dutch) ad – from TBWA\Neboko for clothing retailer WE, directed in 2005 by Toby MacDonald, with Yann Tiersen-like music from Massive Music.

I just thought it was so beautiful. And I still do. It was the first time I saw ‘true’ drama in a 30 second commercial. And I guess I personified myself with Julian. Especially the part where the VO says: ‘that makes us feel unbeatable’ đŸ˜‰

The copy:

We are Julian.
We are father.
We are friend.
And sometimes a son of a bitch.
We can be a lot of different Julians
in one day.
Sometimes We are charming
or annoying.
There are moments when We are silly
and serious at the same time.
We stand out or blend in.
Therefore We are the easy going jeans.
We are the sharp shirt,
and We are the suit
that makes us feel unbeatable.
That’s why, We is Me.

Watch the female successor from 2008 below.

Ad Nils Likes.

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