Cómicos
Campofrío2011
Cómicos is a 2011 150-second television and cinema commercial for Campofrío, created by McCann Erickson, Spain.
The line
Que nada nos quite nuestra manera de disfrutar de la vida
Why it works
Santiago Segura, weighed down by the day's bad news, reveals a pact among the people whose job is making Spain laugh: when gloom starts winning, they meet where the great Gila is said to rest. Some twenty humourists arrive, from reunited double acts Martes y Trece and Esteso and Pajares to Chiquito de la Calzada and the cartoonist Forges, share bread and cold cuts on a checked tablecloth, then ask at his grave whether anyone can still see the bright side. A mobile rings, and Gila answers with his famous "Is that the enemy?" telephone routine. Directed by Álex de la Iglesia from a McCann script, it premiered on Christmas Eve 2011 and is studied for lifting a cold-meats brand out of product talk and into the national mood, beginning Campofrío's run of Christmas films; the idea even grew into a TVE gala of nearly two hours. It won Spain's 2012 Gran Premio a la Eficacia, as Campofrío's sales rose 11% and its cold-meats share grew 13%.
Techniques
- Pathos Answers a country weighed down by bad news with a gathering of comedians determined to find the bright side, tying the brand to the national mood.
- Transfer Borrows the affection Spain holds for its humourists, culminating at the resting place of Gila, whose famous telephone routine answers the call.
Sources · 4
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