GMC Yukon Hybrid - Never say Never - (2008) :30 (USA)

Sisyphus keeps rolling that rock, all the way to the top.

Agency: Leo Burnett, Detriot
Animation Studio: Pannónia
Director: Marcell Jankovics
Short film "Sisyphus" was originally animated in 1974.

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Anonymous Adgrunt's picture
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Hygge's picture

Hard to stay awake during this one...

aby90's picture

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

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."

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.

Plywood's picture

Industrial Poetry™ Voiceover #673,211.

I don't like.

Tahrialah's picture

Way too long.

luppio's picture

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

Anonymous Adgrunt's picture

Fun fact: this was made by a famous Hungarian animator called Marcell Jankovics 34 years before this ad aired. He sold it off to GMC, and they used it in a commercial. What a world we live in.