Bostezo (Yawn)

Why it works

Not a word is spoken. A woman steps out into the street and yawns, and the yawn jumps from person to person as the day goes on until she arrives home, still yawning. Made by Agulla & Baccetti for Telecom Argentina in 2001, amid fierce competition among the country's phone companies, it shares its "Comunicate, es simple" idea with the sister spot "Mirame": communication is as instinctive and contagious as a yawn, and the viewer is invited to catch it too. It was directed by Fabián Bielinsky, the filmmaker behind Nueve Reinas, and its art-direction credits include Juan Cabral, who began his career at Agulla & Baccetti and went on to make Cadbury's "Gorilla". It is studied as a model of insight-led simplicity: one universal human behaviour, executed so plainly that it needs no translation. It won a Gold Lion at Cannes and the 2001 Grand Prix of El Ojo de Iberoamérica, then a Bronze Pencil at the 2002 One Show.