When Del Campo Saatchi & Saatchi, executive creative director, Maxi Itzkoff was interviewed in February about his highly awarded, The Great Escape, campaign for Argentinian Andes beer, he hinted that the next campaign would be no less out there.
"We're fighting with them," he said of his client. "They really hate the idea."
Apparently, he won the war. A Singular Man has just launched
A Singular Man is a TVC take on Edward Scissorhands - and all U.K. period films, and The Artist (or the genre of silent movies).
The singular man has beer bottle for hands. His new housekeeper falls in love with him while caring for him. Then his problem is solved by Andes' beer. Its bottle neck is wider. His hands are free. “I don't need you any more,” he tells the women who loves him.
Yes, it's silly. I guess that's the point. You notice it. And you remember the product's benefit. Do you buy Andes because you can guzzle it faster? I don't know either.
Earlier, Buenos Aires advertising agency, Del Campo Saatchi & Saatchi, had been invading real events (read, ruining) with zany rescue teams. The star performer of these was Del Campo's ambush of a wedding. The idea was that life is full of unavoidable social commitments from which beer drinkers need to be rescued so they can hang out in bars and drink with their mates. The rescue team stole the groom.
This campaign had begun with a teaser spot inviting people who needed rescue from a mandatory social event to go to the Facebook page of Andes, the local beer owned by Anheuser-Busch In Bev
Executive creative directors on both campaigns are Maxi Itzhof and Mariano Serkin. Nico & Martin directed A Singular Man for production company, Primo Bs. As.
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...