PLENA by Leo Burnett Guaynabo

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PLENA

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Industry Household maintenance & pet products
Media Radio
Market Puerto Rico
Agency Leo Burnett Guaynabo
Director Cucco Pena
Creative Director Victor Cabezas
Account Supervisor José Velez Silva
Production Altamar Music
Released July 2010

Credits & Description

Category: Household
Advertiser: PROCTER & GAMBLE
Product/Service: BOUNTY PAPER TOWEL
Agency: LEO BURNETT PUERTO RICO
Creative Director: Victor Cabezas
Scriptwriter: Ricardo Martí
Agency Producer: Ariadne Guzmán
Account Manager: Nilaida Viera
Account Supervisor: José Velez-Silva
Advertiser's Supervisor: Ailsa Valledor/Lisa Feria
Production Company: ALTAMAR MUSIC, San Juan, PUERTO RICO
Director: Cucco Pena
Other Credits: Victor Martínez/Jennifer Zierenberg
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT PUERTO RICO, San Juan, PUERTO RICO

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Plena Music MVO1: And we say: One. Two. One, two, three... There’s a glass There’s a glass There’s a glass with juice on the table MVO2: Comes a kid A small kid A small kid that comes running real fast and knocks down the juice in the glass on the table MVO1: The juice falls All the juice The juice falls on the ground that’s below the glass on the table, the kid that came running real fast knocked down to the ground MVO2: A small cat A small cat A small cat that was under that jumps all over spilling the juice that fell to the ground that’s below the glass on the table the kid that came running real fast knocked down to the ground MVO1: A mother A mother MVO1 & MVO2: A mother with Bounty in hand. ANN: Stop the mess with Bounty.

Full script of the ad in the original language
SFX: Music a Plena MVO1: Y dice: Uno. Dos. Uno, dos, tres... Hay un vaso Hay un vaso Hay un vaso con jugo en la mesa MVO2: Viene un nene Viene un nene Viene un nene corriendo bien duro que tumba el vaso con jugo en la mesa MVO1: Cae el jugo Todo el jugo Cae el jugo encima del piso debajo del vaso en la mesa que el nene corriendo ya vino a tumbar MVO2: Un gatito Un gatito Un gatito que brinca regando el jugo que cae encima del piso debajo del vaso en la mesa que el nene corriendo ya vino a tumbar MVO1: Una madre Una madre MVO1 & MVO2: Una madre con Bounty en la mano. ANN: Detén el reguero con Bounty.

Brief Explanation
We took a popular local children's sing-along concept, known as the chain song, and used it to show different stories about how easily one small mess can lead to others, resulting in much bigger messes. Luckily, this 'chain of mess' phenomenon can be stopped with Bounty. Since we're striving to portray Bounty as ‘the Puerto-Rican paper towel', we decided to use the most authentic local musical genres we could find to get the message across. This first instalment of the Reguerosoneo campaign is in the style of ‘Plena.’