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

THERAPIST

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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
[A patient talks to his shrink. A clock ticks loudly in the background.]
Shrink: So, what’s bothering you?
Patient: Dunno, Doc, I feel like things aren’t going anywhere, you know…nothing happens, I see no reason to go on…
Shrink: In life?
Patient: No, in this radio spot. We’re almost halfway through and nothing!
Shrink: Oh, not to worry. That’s the way it’s supposed to be.
Patient: It’s supposed to be what?
Shrink: Blank, empty of ideas. We’re just waiting for the campaign concept.
Patient: But, can’t we at least sneak in a punch line at the end?
The shrink considers the idea and finally decides against it.
Shrink: Hummmm…no.
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
Paciente conversa com o psicólogo. Som de relógio.
Psicólogo: então, o que te aflige?
Paciente: Num sei, doutor, eu sinto que as coisas não estão indo pra frente sabe… nada acontece, eu não vejo mais
sentido…
Psicólogo: Na vida?
Paciente: Não doutor, neste spot. A gente já está quase na metade e nada!
Psicólogo: ah, mas isso é normal, ele é assim mesmo.
Paciente: Assim como?
Psicólogo: Sem idéia. A gente só ta aqui preparando pro conceito da campanha.
Paciente: Mas doutor, não dá nem pra colocar uma gaguezinha no final?
(Ele hesita um pouco mas não se entrega.
Psicólogo: Hummm… não.
[Termina com 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.