DAVID reviews

27 November 2017

Tile: Can't bear to lose you.

by Andrew MacGregor


Tile: “Lost Panda” - 1 min 45s

One typically associates tracking devices with Orwellian surveillance and paranoid spouses. Cuddly pandas? Not so much. Sure enough, Tile aim to soften tracking tech’s image with their own toy story.

Unlike Heathrow’s furry protagonists, this bear endures a perilous journey. One would think people would be more inclined to help a lonely plush animal, but these are harsh times.

Sodden and shivering, the panda traverses town and country. We feel its plight with every tentative step. When all seems lost, salvation comes in the form of electronic beeps.

Smuggler’s Mark Molloy delivers a dark yet moving spin on a familiar conceit - the ad evokes Richmond Sausages’s own teddy bear plight. With Christmas looming, the brand will be hoping families future-proof their cherished purchases.


Film Production: Smuggler
Director: Mark Molloy
Producer: Gustav Geldenhuys
Executive Producer: Dan Kaplan / Shannon Jones
Editor: Stewart Reeves @ Work Ⓦ
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