Alpargatas Film BABY by Kepel & Mata

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BABY

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market Argentina
Agency Kepel & Mata
Director Ariel Rotter
Creative Director Alvaro Yermoli, Rodrigo Cid, Christian Alvarado, Jaime Díaz
Art Director Lucas Bellocchio
Copywriter Santiago Cerrato
Account Supervisor Gonzalo Fassón
Production Aire Cine
Released November 2010

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: ALPARGATAS
Product/Service: TOPPER SPORTSWEAR
Agency: KEPEL & MATA
Production Company: AIRE CINE, Bueno Aires, ARGENTINA
Date of First Appearance: Nov 27 2010
Chief Creative Officer: Damián Kepel
Creative Director: Alvaro Yérmoli/Rodrigo Díaz
Copywriter: Santiago Cerrato
Art Director: Lucas Bellocchio
Agency Producer: Luciano Lauría
Account Supervisor: Gonzalo Fassón
Advertiser's Supervisor: Gabriela Gildenberger
Producer: Ariel Rotter
Director: Ariel Rotter
Post Production: Aire Cine
Account Manager: Carolina Brancós
Planner: Verónica Hidalgo

English Description
The campaign has different characters that are very passionate about sport and they leave their heart with the sport making them rather insensitive.
In this case, we see a man sat in an armchair dressed as if he had recently played a tennis game. At that moment, his daughter of about one and a half years old pronounces her first word, which is “daddy”. His wife gets very moved by it but our protagonist, far from feeling moved, minimizes what has just happened.
We then see images of this man in action, playing a tennis game. We see how much effort and sacrifice he is putting in when playing tennis, making a difficult return.