Philco Film Euthanasia by Mercado McCann

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Industry Electronic Devices & Home Appliances
Media Film
Market Argentina
Agency Mercado McCann
Creative Group Head Martin Mercado, Darío Rial, Diego Tuya
Creative Director Nicolas Massimino, Nicolas Ochoa
Production Landia
Director Julian Fernandez
Released June 2017


El Ojo Festival 2017
Film Institucional E Imagen Corporativa. Auspicios y Patrocinios Plata

Credits & Description

Client: Philco.
TVC: Euthanasia
General creative directors: Martin Mercado / Darío Rial / Diego Tuya.
Creative directors: Nicolás Massimino, Nicolás Ochoa
Client service: Agustín Coste/ Agustín Castellanos/ Sofía Medina.
Agency Production: Agustín Borgognoni/ Felipe Calviño.
Production house: Landia
Film direction: Julián Fernandez
Art direction: Camila Perez
Executive production: Adrián D´Amario
Producer: Lucio Fiorentini
Photography direction: Mex Ledesma
Editing: Michelle Gualda
Post-production: Sergio Pickelny
Sound production: Elefante Resonante
Music Band: Papa Music
Client approval: Marcelo Romeo.
Mercado McCann draws humorous comparisons to real life problems in its first work Philco Appliances
TV commercial shows how people must learn to “let go” of home appliances when the time to replace them has come
BUENOS AIRES - Argentina, June 7, 2017 -- Mercado McCann, the Argentinian ad agency led by Martin Mercado, gently taps into the controversial concept of euthanasia to create its first campaign to Philco home appliance brand.
The TV commercial shows how people can become emotionally attached to their everyday home appliances and fail to acknowledge when the time has come to dispose of their old friends. The ads subtly highlight the advantages of a shiny, brand-new Philco appliance.
"Brand communication must encompass a share of realism and commitment, and this TV campaign not only presents that, but also raises some ideas to reflect on,” says Marcelo Romeo, Marketing and Communications manager of Philco in Argentina. “We know it is a strong bet and we are very pleased with the result.
Mercado McCann was able to give the brand a tone of voice and a narrative according to Philco’s brand history and portfolio.”