Janssen-cilag Radio GUIDE by Borghi/Lowe Rio De Janeiro

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GUIDE

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Industry Health & Pharmaceuticals
Media Radio
Market Brazil
Agency Borghi/Lowe Rio De Janeiro
Creative Director Erh Ray, Marcelo Camargo, Valmir Leite Silva, Edgard Gianesi
Account Supervisor Jéssica Cardoso, Priscilla Carvalho Advertiser Supervisor:
Released August 2005

Credits & Description

Advertising Agency: LOWE, BRAZIL
Creative Director: Valmir Leite/Marcelo Camargo/Edgard Gianesi
Scriptwriter: Vinícius Miike
Agency Producer: Márcia Lacaze/Cristiane Garcia
Account Supervisor: Priscilla Carvalho/Jéssica Cardoso
Advertiser's Supervisor: Juliana Granado/Gisela Dante
Sound Engineer: Teresa Moranduzzo/Adriano Cintra


Script in English

SFX: We hear the noise of photographic cameras until a tour guide begins to speak. She
speaks as if she is completely bored and upset.

FVO: For those who never came to Rio, this is Pão de Açúcar. Nothing much, right? A little
further ahead we have the statue of Christ The Redeemer. Not even worth a look. Very
common place. And here is the beach of Ipanema, one of the ugliest beaches in Brazil. That thing passing there is the cable car. Which doesn't go anywhere, alright? I'm telling you. Forget it.

ANN.: Nothing is good when you've got the flu.

ANN.: Sneeze, Resprin.

OFF: If symptoms persist, a doctor should be consulted. Before taking the medication, read
the instructions.

Script in Orginal Language

SFX: Ouvimos barulho de máquina fotográfica até que uma guia turístico começa a falar. Ela
fala como se estivesse totalmente entediada e de saco cheio.

FVO: Pra quem nunca veio ao Rio este é o Pão de Açúcar. Nada demais, né? Mais à frente
temos 0 Cristo Redentor. Nem vale a pena olhar. Muito sem graça. E aqui a praia de Ipanema. Uma das praias mais feias do Brasil. Aquilo ali passando é o bondinho. Que aliás não leva a lugar nenhum, viu? Já vô avisando. Pode cair.

ANN: Gripado nada fica bom.

ANN: Atchin, Resprin.

OFF: A persistirem os sintomas, o médico deverá ser consultado. Antes de tomar o
medicamento, leia a bula.

Brief Explanation

The creative pieces were developed using metaphor in communication. That is, those who do not take the anti-flu RESPRIN, becomes completely nasal, “clogged”. The person sees the “world” as "black & white", without the fun of the colours. RESPRIN provides complete relief against the symptoms of the flu. That is, those who take RESPRIN see "the world in colours ".