Panamericana - Art And Design School Radio BOSS by Lew'Lara\TBWA Sao Paulo

BOSS

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Industry Shows, Events & Festivals, Education
Media Radio
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Marco Versolato, Jaques Lewkowicz
Released August 2004

Credits & Description

Advertising Agency: LEW LARA PROPAGANDA, BRAZIL
Creative Director: Jaques Lewkowicz/Marco Versolato
Scriptwriter: Marco Gianelli/Alexandre Vilela
Agency Producer: Katia Bontempo Leal/Marcia Coelho
Account Supervisor: Renata Rocco
Advertiser's Supervisor: Suzana Querido

Script in English
[Secretary talking with her boss, office noises in the background.]
Secretary: Boss, could I have a word with you?
Boss: Sure, Silvia.
Secretary: I have this weird feeling, you know, that we are here for no reason at all.
Boss: What do you mean?
Secretary: You know, I’ve read the whole script for this spot and nothing happens…no humor, no idea…
Boss: Right, Silvia, we’re just here to play for time...
Secretary: But, is all of this necessary? The office, the computers...
Boss: Silvia... this is a sudio... look, here’s the mic (he taps on the microphone and we hear feedback noise).
VO: Were you expecting a brilliant campaign? At the Panamericana Clio Awards Exhibit you can see lots of them.
October 26th to November 11th. 77 Groelândia Street.
Script in Orginal Language
[Secretária conversa com chefe. Ao fundo som de escritório.]
Secretária: Ô chefe, eu gostaria de conversar com o senhor…
Chefe: Claro, Dona Silvia.
Secretária: É que eu to com uma sensação péssima, sabe, que a gente ta aqui sem motivo…
Chefe: O quê que ce quer dizer?
Secretária: É, chefe… eu li o texto do spot até o final e nada acontece… não tem piada, não tem idéia…
Chefe: É assim mesmo, Dona Silvia. É só pra preencher espaço.
Secretária: Mas precisava ter feito tudo isso? O escritório, os computadores…
Chefe: Dona Silvia… isso aqui é um estúdio… ó o microfone ai. (som de uma batida no microfone seguido de microfonia)
[Termina com uma locução padrão.]
VO: Esperava uma campanha genial? No Clio Awards in Panamericana tem um monte. De 26 de outubro a 11 de novembro. Rua Groelândia, 77.
Brief Explanation
This campaign was created to publicize a show displaying the winners of an important advertising festival (the Clio). Its entrants consisted of advertising students and professionals. The idea of the campaign was to create a series of ads and radio spots using the concept of not having an idea, of being intentionally wasted, to justify the point that: “if you want to see brilliant advertising, you’ll have to visit the show”. In addition, it cashed in on the fact that advertising professionals always, of course, expect great campaigns to publicize an advertising show, since this has always been the case.