Pernod Ricard – Ruavieja “The Time We Have Left” (2018) (Spain)

The time you have left, to spend with the people you care about can be calculated.

Ruavieja has created a tool that allows us to find out, based on the frequency with which we see ourselves today and data extracted from the National Institute of Statistics.

This video shows interviews with real people and their reaction to find out how much time they will spend together, according to this calculation.

Find out how much time you have left at:

Now, this idea is amazing. We really should disconnect from those screens, and make time to see our friends and loved ones more often. These friends interviewed seem like great friends to each other. The way this is told pushes every button that I have, and yes, I cried like the sap I am. So far, all of this is great. 

Here's my one objection - the time I should make to spend with my friend should be spent drinking?

Don't get me wrong, this is the natural step from bringing out the good stuff when company is over, toasting friends with a glass etcetera. I get it, we have elevated the same-old smiling, toasting, friends story to a gut-punch of emotion. In that sense, it's quite clever. But, it's not really a healthy friendship if you need to break out the booze each time you see each other, but perhaps that's just me. I find the connection to the brand of booze is a little strenuous in this case. Might collect some nice awards anyway, I mean, I did cry. Like a drunken old pal.

Ad agency:  Leo Burnett (Madrid, Spain)

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