In it, a greasy studio executive named Wadia is pitching the screenplay of 'Se7en' to a vain mogul at Tohamy Studios. By the time the accompanying screenwriter starts talking about the theme of the seven deadly sins though, the studio head loses his comfort about producing it... because he's guilty of all seven sins himself. In order to solve his personal conflict, he instructs Wadia to sell the screenplay to "any other country", instead producing 'Ice Cream In Gleem'.
Incidentally, even though the commercial is a spoof, 'Se7en' really was first being developed for another production company, Penta in Italy, before finding its way to David Fincher. Originally attached to direct was Jeremiah Chechik of 'The Avengers' fame, who wanted to lighten up the story-line, and Denzel Washington was set to play David Mills. Fortunately, by way of an office mixup, the original and darker screenplay by Andrew Kevin Walker found its way to Fincher's desk, who fought for the original ending... and the rest is history.
The commercial was produced by advertising agency Leo Burnett Cairo, Egypt, and won a Film Lions Bronze award at the Cannes advertising festival this year.
Here's the ad on Coloribus. Enjoy:
Huge thanks to Manny for this post!