Adweek describes the set up:
Here’s a pretty amazing ad from BBDO New York, with a mystery at its core.
At the outset, we meet Evan, a high school kid who can’t wait for summer break. He’s so bored that he begins etching words into a table in the library. The next day, he finds that someone has written back to him on the table—and there ensues a back-and-forth that’s pretty captivating. Perhaps too captivating.
There seems to be romance building, or at least the hint of it. Who’s been writing back to Evan? And will he ever connect with them?
Watch the ad above, and then read on.