AMELIA by Kepel & Mata for Cencosud

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AMELIA

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Industry Supermarkets
Media Film
Market Argentina
Agency Kepel & Mata
Director Juan Cordoni, Esteban Sapir
Art Director Ramiro Crosio
Copywriter Sebastian Blezowski, Maureen Hufnagel
Producer José Arnal
Account Supervisor Gonzalo Fassón
Production La Doble A
Released December 2010

Credits & Description

Category: Retail Stores
Advertiser: CENCOSUD
Product/Service: JUMBO SUPERMARKET
Agency: KEPEL & MATA
Production Company: LA DOBLE A, Buenos Aires, ARGENTINA
Date of First Appearance: Dec 15 2010
Chief Creative Officer: Damián Kepel
Creative Director: Sebastián Blezowski/Ramiro Crosio
Copywriter: Sebastián Blezowski
Art Director: Ramiro Crosio
Agency Producer: Luciano Lauría
Account Supervisor: Gonzalo Fassón
Advertiser's Supervisor: Carolina Montarcé
Producer: José Arnal
Director: Esteban Sapir/Juan Cordoni
Sound Design/Arrangement: Leo Sujatovich
Post Production: Metrovision
Account Manager: Luján Gallo

English Description

We are at a grandmother’s house. In the dining room we see a typical family ready to have lunch. We see the grandmother bringing a tray full of different kinds of cheeses and hams and some bread. The whole family is impressed and imagine the poor old lady walking up steps in the street to get to the best bakery of the neighbourhood. The old lady then brings some pasta to the table and the whole family now imagine the poor thing walking against strong winds to get to the pasta shop near by. The grandmother now brings a tray full of meat and the family is impressed once again and imagine her in the evening walking to the best butcher’s shop of the neighbourhood. They all feel bad for all the effort she has put in. Finally, one of her grandsons comes into the kitchen to help his grandmother but she says that she doesn’t need any help, while she quickly hides supermarket bags from Jumbo so they don’t realize that she bought everything there. At that moment it is overprinted:
THE BEST OF MY NEIGHBOURHOOD IS MY JUMBO