The impracticality of this ad doesn't mean it's just Lion bait. Some ads are made solely to win awards, and are utterly impractical, but the converse doesn't h

The impracticality of this ad doesn't mean it's just Lion bait. Some ads are made solely to win awards, and are utterly impractical, but the converse doesn't hold: not all impractical ads are made solely for awards shows. In this case, the impractical presentation is driving a conversation, which is itself increasing awareness of the issue and the phone number, 116-111. That's a good ad at work: not necessarily at the obvious level - people seeing it on a Spanish street - but nonetheless creating outsize value for the client.