Value City “Role Reversal” (00:25)# If you’ve ever gone shopping with children in tow, you probably know how exhausting this can be. They insist on touching everything, constantly run off and want you to buy the whole store for them, of course. This spot reverses the usual roles. Mothers sometimes can’t help themselves either. Particularly when faced with the wonderful offers available in Value City stores. There’s undoubtedly a child hidden in all of us and just waiting to get out. Silver Lion at Cannes.