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Flame operator Phil Oldham took home the award, which beat out other
notable nominees, such as Framestore's work for Guinness (Noitulove) and Sure (Go Wild).
The Mayfly spot
encourages viewers to live life to the fullest, using the insect - which has a
life expectancy of just one day - to illustrate how much can be done in such a
short period of time. The insect hatches, soars, swoops, plays tennis, and
greets another bug before his short life expires.
Voiceover directs the viewer to "embrace life like the
mayfly" and to "make the most of 'now.'"