FUNK by Agencia Mood São Paulo for Devassa

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FUNK

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Industry Alcoholic drinks & Tobacco
Media Radio
Market Brazil
Agency Agencia Mood São Paulo
Director Thomas Roth
Creative Director Antônio Rosa.
Producer Teco Fuchs
Account Supervisor Andrea Souza E Isabel Rossetto
Production Lua Nova
Released July 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: GRUPO SCHINCARIOL
Product/Service: CERVEJA DEVASSA BEER
Agency: AGÊNCIA MOOD
Creative Director: Antonio Rosa
Scriptwriter: Fábio Victória
Agency Producer: Rita Teófilo
Account Manager: Mariana Tinelo
Account Supervisor: Andrea Souza
Production Company: LUA NOVA, São Paulo, BRAZIL
Director: Thomas Roth
Producer: Teco Fuchs
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: AGÊNCIA MOOD, São Paulo, BRAZIL

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Funk MVO: Devassa presents: The Brazillian Funk Devassa. The beer that is slammin’. FVO: Devassa, Devassa. MVO: Very mouth-watering. FVO: Devassa, Bem Devassa! MVO: Very blond. Devassa. Very Devassa. ANN: Drink moderately.

Full script of the ad in the original language
SFX: Funk MVO: A Devassa apresenta: A Devassa do Funk. A cerveja bem cachorra. FVO: Devassa, Devassa MVO: Bem gostosa. FVO: Devassa, Bem Devassa! MVO: Bem loura. Devassa. Bem Devassa. ANN: Aprecie com Moderação

Brief Explanation
In Brazil people use to name Beer as Loura, Portuguese for blonde. One of the icons of the launch campaign of the new Devassa Bem Loura beer was its soundtrack. The movie theme 'The Man with the Golden Arm' communicated the spirit of Devassa, which is the name of the beer, meaning sexy, irreverent and independent, in this context. Four versions were created of this musical theme, in different styles (Bossa Nova, Samba, Funk and Techno), each one directed at one part of the broad target group.