The Human Message of a Car Spot Hits Americans

Too often, in war and in peacekeeping missions, the families in which some of their members has left suffer excruciating pain of absence, an irrepressible fear of what might happen. And a constant, agonizing thought that pierces the soul and leads to suffer, to mourn, to pray …

(MADRID) - A spot of vehicles of the brand 'Jeep' , has shocked the U.S. public and, therefore, has been chosen as the best spot of the year.

In this story, the narrative rises. The first thing we see is a dark screen and then we see a written sentence: "We wait. We hope. We pray. Until you're home again.”

We soon discover that it is a tribute to the troops returning home after a humanitarian mission. Men and women who have served a costly task anywhere in the globe.

The soundtrack fills up the scene, and Oprah Winfrey (pictured) begins the narrative. The popular TV presenter says: “There will be a sit left open. A light left on. A favorite dinner waiting. Because in your home, in our hearts, you've been missed”.

However, the ad does not show the soldiers working hard at some inhospitable place. Instead, we see their brothers, saddened, reminding them in school; their mothers , full of pain, missing their presence; their husbands or their wives - afflicted by the memory – taking care of the family.

The spot talks about many things: the call of duty in difficult circumstances, the work done in service to others, the inner reward after passing a tough test and the overflowing happiness when you come home. But even more, it talks about the people who love us when we go through times of uncertainty.

Too often, in war and in peacekeeping missions, the families in which some of their members has left suffer excruciating pain of absence, an irrepressible fear of what might happen. And a constant, agonizing thought that pierces the soul and leads to suffer, to mourn, to pray …

Therefore, this spot can be seen as a tribute to the troops returning home. But for me, it is mostly a tribute to those who were able to overcome this distressing separation and strove to go forward (Source: Publicidad y cine con valores).

Author and journalist Clemente Ferrer Roselló, a prestigious Spanish advertising character, presents a fascinating personal and professional career fully devoted to the world of communication in its varied dimensions. He earned a PhD in Information Sciences from the Universidad Complutense de Madrid, BA in Advertising from the Universidad Autonoma de Barcelona Master in Marketing from the School of Marketing Studies in Madrid.

He has been Associate Professor of Business Management at the Faculty of Economics and Business, University of Navarra and a contributor to the Madrid daily ABC. He also spent several years teaching, both in the Official School of Advertising as the School of Information Sciences at the Complutense University of Madrid. In 1985 he was awarded the Gold Master, granted by the Senior Management Forum and AMPE Prize 1996 to the "long and brilliant career advertising."

You can write to Clemente at this address: clementeferrer3@gmail.com