Hasta La Creative!

John Kennedy was killed by

Advertising Agency: Creativity, Chile
Creative Director: Tomas C.
Copywriters: Cristobal A., Tomas C.
Art Director: Cristobal A.

Advertising Agency: Creativity, Chile
Creative Director / Art Director / Illustrator: Cristobal
Copywriter: Alvaro

Advertising Agency: Creativity, Chile
Creative Director / Art Director / Illustrator: Cristobal
Copywriter: Alvaro

Click to see “Library”. Click to see “Friends”.

While price remains the focal point (but treated in a more discrete way than previous editions), the main concern when developing this campaign was to create a bond with teenagers by showing situations in which they’d feel reflected.

Starting by acknowledging that Eurosaver is a platform that is “always there for you” (it is a permanent range) at a friendly price, this led TBWA\Portugal and McDonald’s to search what this really meant to teenagers. In reality, Eurosaver allows teenagers, who tend to have short financial resources, to spend less money on good food so that they can use it in stuff they really love such as music, concerts, clothes, games, etc. This belief became the insight that has motivated the current campaign.

Thus, the idea behind this campaign is that “it’s all for one Euro and nothing else matters”. As so, TBWA\Lisboa has developed several situations were you can see teens having a dialog being the product the subject of discussion. The tone chosen is humorous with a special type of humor that makes sense to Portuguese teens trough a well-known group of humorists in Portugal.

TV Translations

“Library”

FRIEND1 (with a greedy look, preparing to take one Chicken McNugget): Great, Chicken McNuggets. May I…
FRIEND2 (removing the box out of his friend arm’s length): One Euro.
FRIEND1 (trying again): But I just…
FRIEND2 (interrupting): One Euro
FRIEND1 (insisting): What If I…
FRIEND2 (and again): One Euro
FRIEND1 (insisting): But…
FRIEND2 (and again): One Euro
FRIEND1 (trying one last shot): So…
FRIEND2 (and again): One Euro
FRIEND1 (waiting a little, then changing the strategy): …can you spare me one Euro?

VO: McDonald’s Eurosaver: it’s all for one Euro and nothing else matters. Seven wonderful products for just one Euro each.

“Friends”

Friend1: Just tell me something: if both apple pies cost you one Euro…
Friend2 (eating): Hmmm…
Friend1: and we are two…
Friend2 (still eating): Hmm…
Friend1: and the Euro was mine…
Friend2 (still eating): Hmm-hmm…
Friend1: … why I’m I not eating anything?
Friend2 (finishing eating): …… Sorry, I was never good at mathematics…

VO: McDonald’s Eurosaver: it’s all for one Euro and nothing else matters. Seven wonderful products for just one Euro each.

TBWA’s first TV campaign for Media Markt is reaching the media today. The main characters are from a country called Parvónia (Dunbonia in a free translation). These people are really dumb and simply can’t understand or enjoy the variety and low prices from Media Markt.

Over a million prizes are waiting for the portuguese McD’s consumers. It’s the third time the Monopoly promo will run in Portugal and Ronald & Co. are looking forward to a zillion visits. If you have to wait a little longer for you Big Mac don’t bother. It could be your lucky day. Click here to see the ad.

“IKEA. Kitchens built for real life.”
by Agency.com

[Click on image to see the spot]