Teletransporter
Andes (Cervecería Quilmes)2009
Teletransporter is a 2009 installation in bars for Andes, created by Del Campo Nazca Saatchi & Saatchi, Buenos Aires.
The line
Para qué mentir, si podés teletransportarte.
Why it works
In late 2009 Andes, the leading beer in Mendoza, Argentina, installed soundproof booths in local bars for men whose girlfriends phoned while they were out drinking. A man could step into the Andes Teletransporter, pick a background sound from a panel, such as a hospital or a gym, and take the call as if he were somewhere else entirely. A TV teaser, outdoor ads, online films and a website where men could practise “teleporting” supported the booths. It is studied as a brand promise turned into a working object: rather than just telling young men it understood them, the beer built them an alibi machine and put it where the product is drunk. The joke is laddish, but the booth itself was the medium, used at the very moment the product is consumed. At Cannes 2010 it shared the Outdoor Grand Prix with Diesel's “Be Stupid”, and the agency reported further Lions in Direct and Promo; it also won a One Show Silver Pencil.
Techniques
- Humour Builds a laddish alibi machine, letting men fake a hospital or gym backdrop when their girlfriends call while they are out drinking.
- Guerrilla and ambient Places soundproof booths inside bars, so the medium is used at the very moment the beer is being drunk.
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