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Red characters representing the Play bar chasing the Download bar at top speed

BGH launched its new Joy smartphones with an epic dramatization of buffering.

Del Campo Saatchi Buenos Aires created the ad, which is shot in slow motion and shows a pitchfork-wielding mob, speeding train and rugby players (all in red) chasing their respective quarry (all in gray), and eventually catching up to them. The images represent the red Play bar catching up to the gray Download bar and spoiling online videos. The ad will run in Argentina.