Panamericana - Art And Design School Radio RESTAURANT 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
[Customer talks to a waiter at a restaurant.]
SFX: Chickens cluck in the background, as in a chicken pen.
Customer: Waiter, please.
Waiter: May I help you sir?
Customer: This is just awful!
Waiter: I’m sorry. Something wrong with your food?
Customer: No, with the radio spot. Listen! The background sound is all wrong, no silverware clicking, doesn’t sound
like a restaurant at all!
Waiter: Well, sir, that’s the way it’s supposed to sound.
Customer: What do you mean?
Waiter: Bad, terrible, stupid. “Couldn’t be worse” kind of sound.
Customer: But...why? I don’t get it.
Waiter: Because otherwise the concept wouldn’t work.
Customer: Concept?
Waiter: You’ll see… just wait.
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
[Cliente conversa com garçom. Som de galinheiro ao fundo.]
Cliente: Garçom, por gentileza.
Garçom: Pois não, senhor?
Cliente: Isso aqui ta um lixo completo, né.
Garçom: O senhor não gostou da comida?
Cliente: Não, garçom. Eu to falando do Spot. Ouça isso aqui. O som do fundo ta errado não tem barulho de talher, não parece um restaurante…
Garçom: Bem, senhor, é que ele é pra ser assim mesmo.
Cliente: Assim como?
Garçom: Ruim. Péssimo. O pior possível.
Cliente: Mas por quê?
Garçom: Por que senão o conceito não funciona.
Cliente: Conceito?
Garçom: Espera só um segundinho por favor…
[Termina com a 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.