This Smartphone Ad Beautifully Captures How We All Feel About Buffering

To launch the new line of BGH Joy smartphones, Del Campo Saatchi Buenos Aires presents “The Chase,” a fictional story based on a very real problem: whenever people watch videos on their cell phones, they’re always looking at the download bar rather than the video itself.  They are anxious, waiting for that moment when the red “play” bar catches up to the grey “download” bar.  Because when that happens, they know the entertainment is over.

This unique new spot uses a surreal series of chase sequences to illustrate the drama of downloading, emphasising that with the new BGH 4G/LTE Smartphone ‘Downloading shouldn’t be a drama’.