WILLIAM WALLACE by FCB Montevideo for Sir Edward's Scotch Whiskey

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WILLIAM WALLACE

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Industry Alcoholic drinks & Tobacco
Media Radio
Market Uruguay
Agency FCB Montevideo
Creative Director Martín Luzardo
Account Supervisor Gabriel Perez
Production Cerodb
Released August 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: DISMONTE
Product/Service: SIR EDWARD'S SCOTCH WHISKEY
Agency: EFPZ/FCB
Creative Director: Martín Luzardo
Scriptwriter: Ernesto Patisson
Agency Producer: Rosina Richero
Account Manager: Agostina Ponzoni
Account Supervisor: Gabriel Perez
Advertiser's Supervisor: Álvaro Barrera
Production Company: CERODB, Montevideo, URUGUAY
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: EFPZ/FCB, Montevideo, URUGUAY

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
MVO: Because the Scotland team does not go to the World Cup, Sir Edward's is doing the following promotion in the mentioned country. (We hear speech in English, which the MVO translates over the top) With every Sir Edward's bottle, you get a bad quality soap in powder to fade your Scotland t-shirt up to making it sky blue as the Uruguayan. Uruguay! The first champion of the world, the team of the maracanazo. The land of Jose Artigas, the Uruguayan William Wallace. A country as enthusiastic about football as Scotland, but that actaully is in the World Cup. Scotland supports Uruguay, and you support it drinking Sir Edward's scotch whiskey. A Scotch for all. Only available for the United kingdom with the exception of England's chickens and Ireland's cold chests, who are our sons.

Full script of the ad in the original language
MVO: Como la selección de Escocia no va al mundial, Sir Edward’s está realizando la siguiente promoción en dicho país. (We hear speech in English, which the MVO translates over the top) Con cada botella de Sir Edward’s, llevás un jabón en polvo de mala calidad para desteñir tu camiseta de Escocia hasta dejarla celeste... ¡Como la de Uruguay! ¡Uruguay! El primer campeón del mundo, la selección del maracanazo! La tierra de José Artigas, el William Wallace uruguayo! Un país tan futbolero como Escocia, pero que sí está en el mundial. Escocia hincha por Uruguay, y vos lo alentás tomando un Sir Edward’s. Sir Edward’s scotch whiskey. Un escocés para todos. Promoción válida para el Reino Unido, excepto la gallina de Inglaterra y los pecho frío de Irlanda que los tenemos de hijo.

Brief Explanation
Local terminology utilised in the spot: Maracanazo: The Uruguayan football team beats Brazil in the 1950’s World Cup final. José Artigas: Uruguayan independence Hero. Pecho Frío (Cold breast) or Gallinas (Chickens): Cowards Hijos ("Futbolistic son”): a team that always loose matches with us Certainty one: the color of the Uruguayan football jersey is sky-blue. Scotland’s jersey is darker blue. A faded blue garment turns sky-blue. Certainty two: Both Uruguay and Scotland are football-enthusiastic countries. Uruguay qualified for the World Cup. Scotland didn’t. Certainty three: In Scotland, people will support Uruguay. A very special promo will be carried out. With the aid of a translator, we spread a fictitious, alleged radio spot which encourages the Scottish to support Uruguay in the World Cup.