For language centre Berlitz Canada, two TV spots played out dramatic film scenes. In “War,” a dying soldier passes a note to a fellow officer, pleading to have it delivered to his loved one. In “Mafia,” a don reveals a traitor in the ranks after the group is betrayed. However, in both films, most of the action is cut out, with the camera centred on the French-language subtitles. When you focus on the subtitles – instead of understanding the language – you miss the movie, the campaign says in a nod to Berlitz’s language services.

Individual Execution:
GOLD - Television Single, Small Budget: "War"