When we where invited to pitch for GMX (they offer free eMail accounts), the brief was simple. They said: "We want to use christmas time to promote our product FreeMail. Show a lot of features. You have 20 seconds." The result was a 45sec image commercial. Why? Because we made them realize, that at that time, no other eMail provider claimed the new freedom of the internet for himself. So why not calling dibs on that first - especially when you offer a product called FreeMail. That's why we decided to take "Die Gedanken sind frei", one of the oldest and best known german folksongs (lyrics 1780, melody beginning of 1800). The commercial just ran three months in it's 30sec version, but created an incredible awareness. This version here was the 60" launch version with a special ending that created some "mindspace" for the viewer.
