Why I like it: A famous rock band might perform in front of just a few guests in a studio, but what matters is that millions will see the tv broadcast. In the same way, these types of “events” are staged less for the impact of those participating, but for the spill-over effect on the web, where videos have a chance at any given moment to “go viral” (not to mention in awards shows, where these videos are the actual submission). I liked this one a lot because it was intimately connected with the refreshment promise of Sprite, and it was executed very well with the giant dispenser machine creating an irresistible draw. More importantly, based on what I said earlier about spreading the word online, notice that today there is one more frontier in execution: it’s not just about executing the event…it’s about executing the video about the event! In this case, everything from the refreshment, to the joy, to the sensuality was perfectly captured into an appealing 1 minute package that is actually better than the event itself! We should all take note, because this is what the smart agencies and clients are focusing on in order to develop their creative chops and gain accolades along the way. Parabens, amigos!
So much heartache of late…but hey the advertising here is great!
Argentina is not a large country in terms of population, and its local advertising market is quite minuscule in terms of billings.
But this country; long known for soccer, tango and a perennial state economic crisis; has scratched and clawed its way to a seat at the small VIP table of worldwide creativity, alongside other “big fish” like the US, the UK and Brazil.
This has been going on for decades and has really taken hold in the last 10 or so years. Take for example two nuggets from 2011:
At Cannes 2011 in the “film” category, Argentina placed 2nd worldwide in the awards ranking, behind the juggernaut US, but ahead of Brazil (who placed third with almost 20 times the number of entries), and the UK.
The AdAge 2011 International Agency of the Year award went to Del Campo Nazca Saatchi & Saatchi. This is the second consecutive year this award is taken by an Argentine shop, as last year the winner was Santo. Continue reading →