Tienda Inglesa toys with time

In celebration of its 154th anniversary, Uruguay-based retail chain Tienda Inglesa has launched this charming, narrative-driven campaign, directed by Oliver Garland through Olga and creatively developed by Publicis Impetu.

Titled The Time Machine, it tells a touching story, set in the 1930s, of a boy who discovers a toy at Tienda Inglesa, which later turns out to be a working time machine. This discovery initiates communication with someone from his future, leading to a surprising and wholesome conclusion. 

The spot is a nod to the brand's previous, multi-award-winning campaign Mucha historia, mucho futuro, which portrayed the store's story with a beautiful recreation of the city of Montevideo in the 1930s. 

"When a script like this emerges, we feel that art, cinema, and advertising converge. This presents us with a significant challenge that inspires us to assemble the best team to ensure an impressive outcome, leveraging all our resources and expertise. This piece is more than a TV commercial; it's a short film or branded content of over 3 minutes," commented Garland, Director, and Founder of Olga Lee. 

He further added, "The piece undergoes meticulous narrative development and polished craft. We worked on art direction with the collaboration of Mariana Rivero, conducting research into the era and analysing each element placed in front of the camera. We created a toy - the time machine - from the 1930s, referencing it with artificial intelligence. We designed it with Santiago Vecino, a renowned illustrator working in Hollywood for Disney and other studios."