BATTLE by Lapiz Chicago for Procter & Gamble

BATTLE

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Industry Toilet Paper
Media Radio
Market United States
Agency Lapiz Chicago
Executive Creative Director Laurence Klinger
Creative Director Jose Funegra
Producer Gonzalo Capelli
Production Jira Productions
Production Raya Producciones
Creative Director Maria Bernal Agency Producer
Released August 2010

Credits & Description

Category: Best Use of Music and/or Sound Design
Advertiser: PROCTER & GAMBLE
Product/Service: BOUNTY PAPER TOWEL
Agency: LAPIZ
Executive Creative Director: Laurence Klinger
Creative Director: Jose Funegra/Maria Bernal
Scriptwriter: Jose Funegra/Maria Bernal
Agency Producer: Alethya Luiselli
Advertiser's Supervisor: Pablo Miro
Production Company: RAYA PRODUCCIONES, Buenos Aires, Chicago, ARGENTINA, USA
Production Company: JIRA PRODUCTIONS, Buenos Aires, Chicago, ARGENTINA, USA
Producer: Gonzalo Capelli
Sound Studio: Raya Producciones, Buenos Aires / Jira Productions, Chicago
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LAPIZ, Chicago, USA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Epic war music MVOs: Jam, jam, jam, jam, jam, jam... Piiiiiiiiii... zaaaaaaaa Pancake, pan, pan, pan, cake... Fudge, fudge, fudge, fudge... Ketchup, ketchup... Wiiiiine, wiiiine... Sauce... Pe, pe, pe pepperoni, pe, pepperoni... Steeew, steeeeew... Marmelaaaaaade... Prunnnnne... (SILENCE) MVOs: Juice, juice, juice, juice, juice... Fudge, fudge, fudge, fudge... Prune, prune... Pancake, pan, pan, pan, cake... Ratatatatatatata... touille (Fades under) ANN: For the cleaning battle in the kitchen choose Bounty, the most resistant towel. MVOs: Jam, jam, jam... Puuuuuumpkin...

Brief Explanation
This effort was a radio assignment to re-launch Bounty as the toughest paper towel in the market. Our target is a heavy user of paper towels, and they use them for different tasks in the kitchen - even to clean the toughest messes. For our target, keeping the kitchen clean is a must; they are always fighting against stains in a constant battle to clean the kitchen. We decided to recreate this battle in an unexpected and disruptive way, portraying Bounty as their ally to win.