FIRE by Ogilvy & Mather Mexico for Asociacion Mexicana De Instituciones De Seguros / AMIS

FIRE

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Industry Insurance
Media Radio
Market Mexico
Agency Ogilvy & Mather Mexico
Director Luis Elizalde, Janis White, David Espadas
Executive Creative Director Miguel Angel Ruiz Reyes
Producer Germán Best
Account Supervisor Miguel Velázquez
Production Cuadrilatero Sound Studio
Released August 2010

Credits & Description

Category: Banking, Investment & Insurance
Advertiser: ASOCIACION MEXICANA DE INSTITUCIONES DE SEGUROS
Product/Service: LIFE INSURANCE
Agency: OGILVY MEXICO
Executive Creative Director: Miguel Angel Ruiz
Creative Director: Luis Elizalde
Scriptwriter: David Espadas/Raúl Rivera
Agency Producer: Juan Pablo Osio
Account Supervisor: Miguel Velázquez
Advertiser's Supervisor: María Luisa Ríos Vargas
Production Company: CUADRILATERO SOUND STUDIO, Mexico City, MEXICO
Director: Luis Elizalde/David Espadas/Janis White
Producer: Germán Best
Sound Studio: Cuadrilátero
Sound Engineer: Bernardo Bravo
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Sea port ambience MVO: Lady Death, the people who died in the fire are here. FVO: Really? Let me take a look. SFX: Zipper of body bag opening FVO: Hmm. No, I don’t want that one. MVO: Excuse me? FVO: I said I don’t want him. Where’s the read head I asked for? MVO: Um I don’t know, maybe he’s at home. Maybe he got rescued by fire fighters. FVO: Well I guess you’ll have to make the exchange now, won’t you? MVO: But what if this one’s already buried? MVO: Well that’s clearly not my problem. It’s yours. And this guy’s. So go get me the red head ASAP. Go on! SFX: Fingers snapping ANN: Death always gets its way, so get insurance. It’s quick and easy. Mexican Insurance Institutions Association. Nothing is for certain, your insurance is.

Full script of the ad in the original language
SFX: Ambientales de puerto MVO: Señora muerte, ya llegaron los que fallecieron en el incendio. FVO: A ver.... SFX: Zipper FVO: Mm... No, ese no lo quiero. MVO: Pardon? FVO: Yo no pedí esto. ¿Dónde está el pelirrojo que te encargue? MVO: Yo creo que en su casa, ese lo rescataron los bomberos. FVO: Pues me cambias a éste, por el pelirrojo. MVO: Quiere que lo vuelva a meter al ataud? FVO: Ese es problema tuyo, y de éste. Así que te me vas ahorita mismo por el rojo. Órale. SFX: Chasqueando los dedos ANN: La muerte es caprichosa. Así que asegúrate. Es fácil, es rápido y hay muchas opciones para hacerlo. Asociación Mexicana de Instituciones de Seguros. Nada es seguro, tu seguro sí.

Brief Explanation
In Mexico, we make fun of everything; Even death. What better chance to make fun of it in one of the categories that has more problems with Mexicans: insurance. Mexicans don’t trust in insurance companies. So, to make a point, let’s show how moody Death is, because Lady Death, always gets her way. So, it’s better if you have insurance, because nothing is for certain, but your insurance is.