It's an ad for the Sunshine Sakae department store that was not directed by Michel Gondry, despite what Google tells you. (His rep emailed me to clear the air.)
This commercial represents everything that is good about advertising.
It won't win though because it kind of mocks advertising, which is why I like it. No, some bigger advertiser like Nike or Google will win.
Ad agency: Asatsu-DK, Tokyo.
I will be updating all week on my industry's disgusting autofellation via the south of France.