DAD by Garwich BBDO Quito for Zhumir

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DAD

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Industry Alcoholic drinks & Tobacco
Media Radio
Market Ecuador
Agency Garwich BBDO Quito
Creative Director Andres Redrovan
Producer Martin Teran
Production Trebol Records
Released August 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: CORPORACIÓN AZENDE
Product/Service: ZHUMIR PINK WATERMELON SPIRIT
Agency: BBDO ECUADOR
Creative Director: Andres Redrovan
Scriptwriter: Andres Rodriguez/Andres Redrovan
Production Company: TREBOL RECORDS, Quito, ECUADOR
Producer: Martin Teran
Sound Studio: Trébol Records
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BBDO ECUADOR, Quito, ECUADOR

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Phone ringing FVO: Hi dad. Daddy? Were you sleeping? Wake up! SFX: Taxi radio MVO: ZZ, central ZZ. FVO: Daddy, ahhh. We were just getting home and we got a flat tyre. Can you come help us? SFX: Taxi radio MVO: 7-3. 7-3 MP. 10-00 specify 10-20... FVO: Two blocks away from Pelu’s place. It’s not that far. SFX: Taxi radio MVO: 6 cycles, 6 cycles. Confirm QST. FVO: Okay daddy. I’ll wait for you. Bye. SFX: Taxi radio MVO: Applying QST. Applying, central, over. SFX: Music ANN: It’s time to make them work for us. Zhumir Pink. It’s girls time.

Full script of the ad in the original language
SFX: Tono de llamada FVO: Aló papá... ¿papi? Osea, ¿estabas dormido? Wake up! SFX: Frecuencia radio taxi MVO: ZZ central, ZZ. FVO: Papi, ehhh, nos quedamos llanta baja saliendo de la fiesta. ¿Puedes venir a ayudarnos? SFX: Frecuencia radio taxi MVO: 7-3, 7-3, MP. 10-00. Especifique el 10-20. FVO: A dos cuadras de la casa de la Pelu, cerquita. SFX: Frecuencia radio taxi MVO: 6 ciclos, 6 ciclos, eee... confirme QST. FVO: Ya, papito, te espero. Chau. SFX: Frecuencia radio taxi MVO: Aplicando la QST, aplicando, central, cambio. SFX: Musica ANN: Es tiempo de que trabajen para nosotras. Zhumir Pink, es tiempo de chicas.

Brief Explanation
Zhumir Pink is a soft watermelon flavored spirit marketed to trendy, outgoing girls that love to party in chic clubs and bars. In Ecuador, many taxi drivers operate with radio frequencies and communicate using codes. They belong to a low social class and have a particular accent that is often ridiculed by the product consumers, just the way girls make fun of men when they use them as their drivers.