El Cronista "Flights" (2016) 1:36 (Argentina)

Here’s a fun metaphor for the economy, for El Cronista magazine. To get young people interested in the economy they took those boring and sterile graphs and charts depicting historical economic crises and recreated them in the air by an acrobatic airplane flying at 16,500 feet. That should sure get the message across!

Rolling Stones – The Steves – (2015) :60 (Argentina)

Rolling Stones - The Steves - (2015) :60 (Argentina)
….”Why do I have to feel so bad, in order to look good?” “How come we’ve landed on the moon, yet we still can’t make a toupé that doesn’t look like a toupé?” these questions and many more are asked by an army of Steve Jobs clones, all wearing the poorly fitting black turtleneck, jeans and white sneakers. The ad targets young adults in Argentina, encouraging them to “Question Everything” and the ad closes with showing the 2011 Rolling Stone cover: “The Steve Jobs Nobody Knew.”

Not sure how this relates to the magazine, but as a skit it’s pretty funny.

FATH – The old man and his dog – (2015) :90 (Argentina)

FATH - The old man and his dog - (2015) :90 (Argentina)
DDB Argentina and Fundación Argentina de Transplante Hepático (FATH) have decided to take back the emotional-ad crown from Thailand, and in 90 seconds only, they tell a beautiful story of animal & man loyalty and love. It’s an old man and his dog who go about their daily routine, they stop for errands, coffee with friends, walk in the park, watch TV and then one day, the man falls ill. Very ill. The ambulance comes and the faithful dog runs after it as it takes the old man to hospital.

The dog then waits outside the hospital. And waits. And waits. Through rain and shine, day and night. Yes, you know what’s happened to the man inside. But did you expect to tear up like that at the end of the ad?

Staples – Enlarge / Chit-chat (2015) :30 (Argentina)

Staples - Enlarge / Chit-chat (2015) :30 (Argentina)
The two ladies in the office gossip about Alfredo the cute new guy in admin. Well, one of the ladies has gotten busy in his office… and, was very disappointed. He has a micro-office downstairs you see. And while this lady doesn’t normally care about size, she just couldn’t stop staring at it.

His office. It’s really small. Because it’s not organized. Oh I get it. The Copy wanker strikes again.

Coca-Cola Is Now Printing Cans and Bottles in Braille for Blind People

Two new campaigns from Coca-Cola feature cans and bottles printed in braille, so blind people can read them.

In Mexico, ad agency Anónimo realized the hugely popular “Shake a Coke” names-on-cans campaign couldn’t be enjoyed by the blind. So, the agency worked with the soda company to make braille versions.

And in Argentina, Coke and agency Geometry Global printed braille bottles for members of Los Murciélagos (The Bats), a blind soccer team that’s made headlines internationally in recent years. Those bottles were also personalized with the players’ names.

Via Adeevee and Coca-Cola.



The Tree Book Tree – when planted it grows a tree (2015) 2:00 (Argentina)

The Tree Book Tree - when planted it grows a tree (2015) 2:00 (Argentina)
To teach children that books come from trees, FCB Buenos Aires and children’s book publisher Pequeño Editor made a unique book for children that when planted, grows a tree. The Tree Book Tree, is written for kids 8-12. The book is made with acid-free paper, jacaranda seeds and ecological ink. Love how we get to see the book being lovingly hand stitched as well.

Brewer Replaces Athletes' Missing Teeth With Implants That Double as Bottle Openers

Call it branded oral surgery.

In a ridiculous, hilarious and, yes, very real campaign from Ogilvy Argentina, Salta beer has designed tooth implants for the country’s rugby players who have lost teeth in games. And very special implants they are—they function as bottle openers.

Check out the video below, which really goes into detail about how this is done. In other words, be warned—it’s not for the squeamish.

CREDITS
Client: Salta
Agency: Ogilvy & Mather Argentina
Executive Creative Directors: Javier Mentasti, Maximiliano Maddalena
Head of Art: Diego Grandi
Creative Directors: Juan Pablo Carrizo, Patricio Elfi
Art Director: Bruno Franchino
Copywriters: Horacio Sormani, Damian Martinez, Alejandro Juli
General Account Director: Natalia Noya
Business Intelligence Director: Carolina Coppoli
Head of Planning: Rodrigo Garcia
Responsible for the Client: Nicolás Rubino
Head of Production: Valeria Pinto
Agency Producer: Alejandro Travaglini
Production House: Huinca Cine
Director: Fernando Roca
Executive Producer: Diego Turdera
General Production: Merlina Scalice, Cristian Izzi
Postproduction House: ControlZ
Postproducer: Cristian Martino
Director of Photography: Martin Nico
Editor: Rulo Gomez
Locution: Juan Antonio Middleton



Piero Mattresses – Waiting Room – (2015) :30 (Argentina)

Piero Mattresses - Waiting Room - (2015) :30 (Argentina)
FCB and Piero Mattresses have found a very interesting creative selling angle for their really comfortable mattresses. Sure sure, we all know that a good nights sleep helps us do better during the day, and we all have seen countless ads explaining why one mattress is better than the other, but FCB cut straight to the point: you’re ugly when you sleep. Sleep at home.

Do not miss the equally awkward office version.

Piero Mattresses – Office – (2015) :30 (Argentina)

Piero Mattresses - Office - (2015) :30 (Argentina)
That poor number crunching co-worker of yours. Are you sure you wnat her to see how awful you look when you snore? Like the previous waiting room ad, Piero Mattresses & FCB Argentina cut straight to the point: you’re ugly when you sleep. Sleep at home.

Fargo: The Eco Sponge – (2015) 1:44 (Argentina)

You know those ad ideas that make you go “Damn, I wish I had done that?”, or DIWIHDT for annoying acronym. This is my “DIWIHDT” of the year. So smart, so simple, so perfect. And to top it all off, it made me hungry too.

In order to encourage people to save water, the bread brand Fargo reminded people of the best use of bread. They packaged a simple white slice in an single serve envelope, and nestled among the breads in restaurants. Positioning itself as a sauce-sponge, instead of a sandwich base, this allowed for the brand of bread to be seen in countless restaurants across Argentina. And it encouraged people to conserve water using an old habit we all love anyway. Smart, so smart. I need to make a really good sauce and get some bread now.

Jeep – The landscape song / Made by mountains – (2015) :60 (Argentina)

Jeep - The landscape song / Made by mountains - (2015) :60 (Argentina)
FCB In Argentina brings us this amazing concept for Jeep. To truly express the feeling of hitting the road in the mountain peppered south American country, they engaged musicians to write a song based on the height-changes in the Andes. It’s a beautiful piece of music that you can actually download the song here at the landscape song. Very nice work, FCB. The song itself is quite dreamy, it’ll be a hit in the way dumb ways to die was, the target market will download it, I’m sure.

Does Chewing Gum Make You Look Like a Fool? Brand Tests Identical Twins to Find Out

Here’s an unusual two-for-one deal from Del Campo Saatchi & Saatchi for Beldent gum. The Mondelez brand, known as Trident in the U.S., staged “Almost Identical,” a social experiment/marketing installation at the Museum of Contemporary Art in Buenos Aires, ostensibly to disprove the myth that gum chewing gives a bad impression.

Patrons were asked questions about five sets of identical twins. Each pair of twins was identically attired and quaffed—but one twin was chewing gum, while the other wasn’t. Queries ranged from “Which one seems like he has more friends?” to “Which one has a better sex life?” and “Which one is the bad cop?” (Two of the twins were dressed like police officers.)

Nearly 500 people took the test, and 73 percent of the responses positively favored the twin who chewed gum. (Given the experiment’s far-reaching implications for greater social understanding of gum chewers the world over, I’m surprised leading scientific journals haven’t put it on their covers.)

Watching the video, which is nearing 3 million views on YouTube since its posting last November, several observations spring to mind. First, the gum chewers, with their mouths in motion, seem to be smiling at times. They look more relaxed and happy than their tight-lipped twins, who make pouty expressions, as if thinking: “Damn, I wish I had a piece of gum!” Also, putting identical twins on public display is kind of creepy.

Plus, I’ve got the strangest craving for Wrigley’s Doublemint … oh, snap!

The campaign won eight Lions in Cannes last week: two golds in Direct, a gold in Outdoor, a silver in Promo and bronzes in Film Craft, Film, PR and Media.



Coca-Cola compara as fases da vida com o futebol da Argentina

Argentina e comerciais futebolísticos sempre significam grandiosidade, nacionalismo e discurso apaixonado pelo esporte, ainda que com os dois pés fincados na pieguice.

Para a Copa do Mundo no Brasil, a Coca-Cola utilizou dos mesmos elementos para emocionar o povo argentino. No comercial, uma partida de futebol (mais precisamente da Argentina) é comparada com as fases da vida.

Intitulado “A Copa de Todos”, o filme tem criação da Wunderman e produção da Blue.

Coca-Cola

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

VH1’s ‘I Will Survive’ Anti-Bullying Ad Is Great Fun, but Does It Send a Good Message?

Gloria Gaynor's disco classic "I Will Survive" gets remade as an anti-bullying anthem in this VH1 spot by Del Campo Nazca Saatchi & Saatchi in Argentina, showing tormented boys and girls singing out their plans for sweet revenge in adulthood.

Expertly staged by music-video veteran Agustin Alberdi and boasting a great cast, the ad feels kind of like a musical number from Glee in its heyday. It opens with a kid enduring the indignity of a dual swirly/pantsing: "First I was afraid, I was petrified/They flushed my head several times, exposing my behind." Other tortured middle-schoolers soon pick up the thread. One looks ahead to the day when, "Oh my power, I will abuse/I'll be the CEO, you'll be the one who shines my shoes." Another promises, "I'm gonna call you night and day/And on weekends I'll send texts/Ask you for all kinds of things, making sure you never rest."

On one level, the video is a marvel of wish-fulfillment that anyone who's ever been picked on or put down during lunch period or study hall can instantly relate to. Believing you can turn the tables feels great, and the spot hits all the right notes in that regard.

Still, the tone and message ultimately fall flat. The revenge motif, though lighthearted, seems to perpetuate the cycle of bullying, with today's victims becoming tomorrow's oppressors. Yes, it's handled with a deft touch and good humor—and the jerks in the boy's bathroom using that kid's head as a toilet scrubber certainly have it coming.

Even so, breaking the cycle and discouraging the behavior should be the goal, shouldn't it? There's really none of that here. (Contrast VH1's approach with Everynone's short film on bullying from a few years back, which really captured the complexity of the issue.)

Also, ultimately, these bullies are free to go about their brutish business. Vague threats of corporate comeuppance 20 years hence seem pretty lame when victims ripe for pantsing are available in the here and now. Meanwhile, the terrorized kids tunefully suffer and bide their time, fated to wait decades for "revenge" which, let's face it, may never come.

Bullies grow up to be bosses sometimes, and nerds aren't always management material, no matter how earnestly kids in PSAs sing to the contrary.

Credits below.

CREDITS
Client: VH1
Spot: "I Will Survive"
Agency: Del Campo Saatchi & Saatchi
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Directors: Juan Pablo Lufrano, Ariel Serkin /Dani Minaker, Sebastian Tarazaga
Agency Producers: Andy Gulliman, Felipe Calviño, Adrian Aspani
Account Director: Ana Bogni
Production Company: Landia, Stink
Director: Agustin Alberdi
Executive Producers: Daniel Bergmann, Andy Fogwill, / Diego Robino
Producer: Nell Jordan
Director of Photography: Carlos Ritter
Post house: Electric Theatre Collective
Sound: Pure Sound




Brilliant Coke Ad Celebrates the Agony and the Ecstasy of Early Parenthood

In a span of 60 seconds, Coke Argentina tells a true-to-life story of the highs and lows of early parenthood in this new spot by Santo Buenos Aires for Coke Life. We see a couple go through all the milestones after bringing home a baby—from sheer exhaustion to toddler mischief to the "Toys R Us has thrown up all over my house" stage. Not a new concept for advertising, but it's done in a beautiful way. No grating screaming kid noises or parents dismissing children as a nuisance—just a lovely, honest look at parenthood to the tune of the Bee Gees' "To Love Somebody." It ends with a "Surprise! We're doing it all again!" pregnancy announcement—and the parents' reaction is priceless. Funny and heartwarming. Nice job, Coke. Via Co.Create.


    

Comercial de Coca-Cola Life resume a vida de quem tem filhos

Recentemente, a Coca-Cola introduziu na Argentina sua versão Life. Supostamente mais saudável, de baixo valor calórico, feito com adoçante natural Stevia (a Lydia aprovaria).

O novo comercial para o refrigerante, porém, não carrega esse discurso de forma expositiva. A opção da Santo, de Buenos Aires, foi inserir o produto em uma atmosfera calorosa, aconchegante e… verde, muito verde, com a doce saga de um casal que enfrenta a chegada de um pequeno bagunceiro destruidor de lares.

O conceito não é novo, mas facilmente vai arrancar um sorriso do espectador, ainda mais auxiliado pelo lindo trabalho de fotografia e direção de arte. Como trilha sonora, “To Love Somebody” do Bee Gees, também já utilizada em outros comerciais sobre o tema, mas sempre irresistível.

Coca-Coca Life

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Quilmes pede para os argentinos não usarem camisas de times europeus

Em seu novo comercial, a cerveja Quilmes repete o tom dramático e texto piegas de seus últimas produções para fazer um apelo nacionalista aos argentinos: que parem de usar camisas de times europeus, e vistam as de equipes do país.

Fã do Messi? Use a camisa da seleção da Argentina, e não a do Barcelona. Claro, não faltou um “nada contra, mas…”.

Ali no meio aparece também alguém com a camisa do Internacional, de Porto Alegre. Só fica a dúvida se consideraram como um time argentino ou estrangeiro.

Quilmes
Quilmes

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Quem veio primeiro: o ovo ou a cerveja?

Mais uma belo filmes de Andes está no ar. Desta vez uma galinha misteriosamente começa a botar garrafas de cerveja ao invés de ovos. Por que? De verdade, isso não interessa.

Como um Saramago no “Ensaio sobre a Cegueira”, a razão porque o fato acontece ou porque ele para misteriosamente de acontecer é o de menos. A história gira em torno de como as pessoas reagem a essa coisa misteriosa.

Tudo isso para vender uma edição limitada da Andes Barley Wine. Eu gostei.

A criação é dos hermanos da Del Campo Nazca Saatchi & Saatchi.

Andes

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Sobre Woody Allen, futebol e o argentinismo

Pra mim, a propaganda argentina é um pouco como os filmes do Woody Allen. Basicamente você sabe o que esperar e sabe que ele vai ter sempre aquele mesmo jeitão. Mas, verdade seja dita, mesmo o pior filme do Woody Allen ainda é bem melhor do que a média dos outros filmes que aparecem por aí.

Digo isso porque andei escutando muita gente falando no esgotamento do tal “modelo argentino” de propaganda. Cannes Lions seria um sinal disso. Este ano os hermanos não conseguiram manter seu tradicional desempenho e acabaram com “apenas” 6 leões em filmes. Pior: nenhum de Ouro.

Mas o Festival de Cannes não me representa e eu ainda pago um pau pra TV que os caras fazem. Esse filme é um belo exemplo. Simples. Bem executado . Belo texto. E com aquele jeitão de apaixonados por futebol como todo argentino. Eu gostei. E você?

A criação é da Y&R Argentina.

TyC

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Axe e a imprevisibilidade feminina

Quem entende as mulheres? Elas são imprevisíveis. Toda hora mudam de ideia, São como uma pluma levada pelo vento. A queixa poderia ter sido feita hoje mesmo numa mesa de bar. Mas essa vem lá de 1851 (e com certeza, já existia muito antes disso). Está na música “La Donna é Mobile” da ópera Rigoletto de Verdi.

A opera, alias, foi o ponto de partida para a criação deste novo filme de Axe. E aí você pode se perguntar: “Ok, mas por que a Axe resolveu discutir a imprevisibilidade feminina logo agora ao invés de só mostrar o cara pegador, como sempre?”

Um olhar mais atento nos leva ao produto em questão: Axe Random.

Como o próprio nome já indica, embora eles não façam questão de explicar tudo como se você fosse uma criança de 5 anos que nem muitos marketeiros brasileiros por aí, é um desodorantes com fragrâncias distintas colocadas randomicamente em frascos com embalagens iguais.

Resumindo: você compra o Axe, mas não sabe qual versão está levando. É o tal “fragrâncias imprevisíveis” que está na assinatura.

Se funciona? Não sei dizer. Mas os caras já inventaram que o desodorante era para ser passado no corpo que nem perfume (para gastar mais, é claro) e criaram uma versão “Dia e Noite” (para fazer você levar dois produtos ao invés de só um, evidentemente). Eu daria um voto de confiança.

E já que estamos falando de Axe, que sempre tem como tema a pegação, fico com uma das famosas frases de Oscar Wlde:

“As mulheres existem para que as amemos, e não para que as compreendamos”

Criação é da Ponce Buenos Aires com direção do Juan Cabral.

Brainstorm9Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie