This Japanese Commercial Is Already the Best Ad of 2016, Maybe the Best Ever

It’s only July 1st, and while we’re only 50% through 2016, I can be relatively sure you’re not going to an advertisement as creative, uplifting, and depressing all at the same time as this one.

The ad is for the Japanese company Ocedel Lighting, and it has been sweeping up awards at a variety of festivals this year, including Cannes Lions and the Asia Pacific AdFest.

The purpose of the ad? To get you to buy Ocedel LED lights, and they go about it in the absolute and distressing and most amazing way. What begins as one man’s heartbreaking realization that he can not keep the lights on for his family blossoms into a Tim Burton-esque dreamscape that I won’t even describe in detail because it really must be seen to be believed.

Enjoy “Firefly Man” above.
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[image via screengrab]

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