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Amusing Tongue-In-Cheek Ad Reveals Why ‘Mona Lisa’ Has Her Smile
By Izza Sofia, 12 Oct 2018
If you ever wondered as to the meaning behind Mona Lisa’s smile, here is one entertaining answer.
This tongue-in-cheek ad by Forsman & Bodenfors for Sweden’s pension system AMF reveals the explanation.
Leonardo da Vinci created the famous painting in the early 16th century. The portrait is known for her mysterious smile that appears ambiguous, leaving many perplexed by the feature.
In this campaign, AMF’s occupational system is the cause. The ad sees the actor who plays Leonardo da Vinci greeting his favorite model ‘Mona Lisa’ as she arrives for work. Initially, she displays a bored expression, that is, until he tells her that he is setting aside extra money for her pension. A smile immediately grows on her face.
Speaking about the ad, Forsman & Bodenfors’ creative team members Jacob Nelson and Evelina Ronnung revealed that the major challenge was to find the right ‘Mona Lisa’. Discovering a suitable candidate was difficult as she had to be a good actress, resemble the painting, and speak good English.
The woman they ended up casting did not resemble ‘Mona Lisa’ at all in the initial photos. However, she managed to transform into the woman from the portrait for her casting audition tape. The actress also succeeded in mimicking the subtle smile as seen in the Mona Lisa, which is difficult to replicate in reality.
[via AdAge, images via AMF]
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