Source: Adweek
Droga5 has made a 4-minute long ad for auction house Christie’s to promote the upcoming sale of the long-lost Leonardo da Vinci painting, and the ad itself is a masterpiece in its own right.
The ad doesn’t show even a glimpse of the da Vinci masterpiece, but rather shows us what the world looks like from the painting’s perspective, following the people’s reactions to it, and all this coupled with a great soundtrack makes for a fascinating watch.
Working with photographer Nadev Kander, Droga5 placed a hidden camera under the painting known as the Salvator Mundi („Saviour of the World“) at Christie’s New York, where it currently resides.
The camera recorded people’s reactions to the painting, showing overwhelming emotions stirred in them by the masterpiece.
Droga5 refers to the Salvator Mundi as “The Last da Vinci,” making a reference to the J. Walter Thompson Amsterdam’s “The Next Rembrandt,” that swept the award shows last year.
The rediscovered masterpiece is going on sale this Wednesday, and until then, the campaign will also have a social media component on Instagram, where not only people share their photos of the artwork, but the artwork Salvator Mundi will also Instagram the people who come to see it on @thelastdavinci account.
If you were wondering what the people were looking at in the video, take a look at the image below:
