• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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Toy Story

Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / Cinema Sponsorship Credits / 2008

We open on an usherette, sat in an empty cinema. She talks to the camera about how ‘Toy Story’ is a meditation on the trials of puberty and sexuality: ‘Woody is limp and ineffectual, particularly around Bo Peep, showing his sexual inadequacies. Suddenly, Buzz appears. He’s a shiny, ten-inch, battery-operated toy, guaranteed to take Bo Peep... ‘to infinity and beyond’. It’s really a film about how, despite being occasionally limp and unresponsive, what men do provide is variety. They’re not gonna give you the same thing over and over again like Buzz Lightyear.’ Cut to a cinema sign: See films differently. Cut to the VW logo and the endline: ‘Volkswagen supports independent cinema.’

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