SKA by Leo Burnett Guaynabo

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SKA

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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: Ska music MVO: A cake. A cake. A cake at the party in the patio Many kids So many kids All these kids that are wanting to eat all the delicious cake at the party in the patio They argue They argue The kids argue 'cause they don't want to share all the delicious cake that they all want to eat at the party in the patio A big fight A big cake fight A big cake fight breaks out between all of the kids that do not want to share all the delicious cake that they all want to eat at the party in the patio A mother A mother with Bounty in hand. ANN: Stop the mess with Bounty.

Full script of the ad in the original language
SFX: Music a ska MVO: Un bizcocho Un bizcocho Un bizcocho en la fiesta en el patio Muchos niños Tantos niños Unos niños que quieren comerse el bizcocho bien rico en la fiesta en el patio Se pelean Se pelean Se pelean los niños por no compartir el bizcocho que tienen tan rico que quieren comerse en la fiesta del patio Una guerra Una guerra Una guerra de bizcocho se forma entre todos los niños por no compartir el bizcocho bien rico que quieren comerse en la fiesta en el patio Una madre 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 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 and appealing musical genres we could find to get the message across to our target. This second instalment of the Reguerosoneo campaign is in the style of ‘ska.’