A girl strives to push the enourmous half of a house, carries in her arms half a sofa or puts together two halves of a TVset that - paradoxally - works.

These are not images from a science fiction movie starring a new specie of woman, but the latest TV commercials produced by Graffiti BBDO for the coffee producer Elite.

The three executions of the campaign "Find the lucky half!" ("The House", "The Couch " and "The TVset") convey ad literam the promotion mechanism through an artistic language that combines surrealism with absurd humour, at the same time sticking closely to everyday life.

The shooting happened in Castel Film studios, where a real size house was built, then cut in halves, where casting of nasty dogs was arranged and where the main character (actress Irina Dinescu) was trying to demonstrate to her partner (the actor) that she can lift half a sofa by herself. All these excentricities were closely supervised by director Eli Sverdlov and director of image Manu Kadosh.

Graffiti BBDO resumed partnership with the biggest coffee producer on the Romanian market starting from July 2003 when it won the pitch organized by Elite.