BATA FOOTWEAR: PRONUNCIATION

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Released:	October 2007
Advertiser:	COMPAR
Brand name:	BATA FOOTWEAR
Agency:	DDB
Country:	Italy
Category:	Clothing, Footwear, Accessories
Tags:	Milan

Credits:

Advertising Agency: DDB, ITALY, Milan
Executive Creative Director: Vicky Gitto
Creative Director: Vicky Gitto
Scriptwriter: Vicky Gitto/Matteo Grandese
Agency Producer: Giuseppe Brandolini/Francesca Regali


Script in English
MVO1: Come and find out about the super Bata autumn-winter collection! Glamour’s what you want? Texan boots in vintage leather! Feeling sure? Anfibi military style! In every Bata shop, there’s a style for your feet.

SFX: Bata jingle.

MVO1: Was it good?
MVO2: Excellent!
MVO1: More sex...sexy?
MVO2: No, we're ok, we got it!
MVO1: You want me to sound like a DJ? Like radio DJ, that stuff?

ANN: At Bata we only think about shoes. Radio ads are not even on the agenda.
Bata. Hard to resist.

Script in Orginal Language
MVO1: Venite a scoprire le nuove collezioni del catalogo autunno-inverno di Bata! Vi sentite glamour? Texani in pelle stropicciata! Decisi e senza compromessi? Anfibi military style! In tutti i negozi Bata, venite ad indossare il vostro stile.

SFX: Bata jingle

MVO1: Sono andato bene?
MVO2: Perfetto!
MVO1: Più sensuale?
MVO2: No, quello era giusto
MVO1: Più sensuale? Te la faccio da DJ?

ANN: Noi di Bata pensiamo solo alle scarpe. Forse per questo i comunicati radio li facciamo coi piedi.
Bata, difficile resistere.


Brief Explanation
The Client requested a radio campaign that would be perceived as very different compared to the previous one which was based on the dialogue between a left and a right foot. The new campaign still has feet in it but not physically. As a matter of fact, the radio campaigns are done with feet, an Italian expression meaning things are done in an inaccurate and horrible way. The radio ads are therefore made in an awful way: the audio volumes are all wrong, the speakers are unprofessional and the mixer technicians are absent-minded. The reason for all this mess is that Bata exclusively thinks about making shoes, therefore all the rest is done with feet.