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


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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

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
[A door slams. A couple is talking.]
Woman: Robert, we need to talk…
Man: Shoot, not again…
Woman: What??
Man: Another radio spot showing a couple in a heated argument…I can’t take it…this is such a worn out idea, come on…
Woman: Sorry, but you’re wrong. Marco Aurelio... There is no argument in this spot. In fact, there’s no idea in it.
Man: What do you mean?
Woman: I mean we are just here to cue in the announcer.
Man: I can’t believe it.
Woman: You’ll see… just wait. Close with standard voice-over announcement.
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
[Som de porta batendo. Um casal conversa.]
Mulher: Marco Aurélio, a gente precisa conversar…
Homem: Putz, já vai começar…
Mulher: Começar o que, hein?
Homem: Outro comercial com discussão de casal… não agüento mais… que idéia mais batida, pó.
Mulher: Aí é que o senhor se engana, viu, Marco Aurélio. Este spot não tem discussão não … alias, não tem nem idéia.
Homem: Como assim?
Mulher: Isso mesmo. A gente só ta aqui pra dar a deixa do locutor…
Homem: Isso não ta acontecendo.
Mulher: Quer ver, espera só um pouquinho…
[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.