about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (7)

  • Hygge's picture

    Hard to stay awake during this one...

    Feb 06, 2008
  • aby90's picture

    What's the point of the guy & the rock???

    Feb 07, 2008
  • Allan1's picture

    The guy is Sisyphus - a fictional character in Greek mythology, who was a king punished in the Tartarus by being cursed to roll a huge boulder up a hill, only to watch it roll down again, and repeat this throughout eternity!

    Obviously, in this ad, he was finally able to do it, as the rock stayed on top of the hill.

    Therefore: Never Say Never. (As they are finally able to produce such a car - with 50% better city mileage, in a 'full-size' SUV).

    I liked the ending with Sisyphus apparently joyfully skipping down the hill.

    "Remember, no matter where you go... There you are." (Buckaroo Banzai).
    "Hey, barkeep, 2 Rock Over Hip-Hops and 1 Bach Over Vivaldi with ice."

    Feb 07, 2008
  • tomwhite56's picture

    This ad was brilliant. The art is amazing. It actually transmitted the feeling of the weight and the struggle agains it to me. It's remarkable how something as minimalist as this can be so powerful.

    Feb 08, 2008
  • Plywood's picture

    Industrial Poetry™ Voiceover #673,211.

    I don't like.

    Feb 08, 2008
  • luppio's picture

    its a shame to stole a wellknown animation created by Mr. Marcell Jankovics th famous hungarian!!! (it was his SZISZIFUSZ)

    Jan 28, 2009

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