In Argentina we are coming out of a period of decline in terms of
creativity in advertising - it seems as though it has taken a long time
to reverse the trend but perhaps it isn’t really as long as it
Emotional, pretentious commercials that are long to the point of
exaggeration and full of slow-motion imagery have cluttered the airwaves
for what has seemed like an eternity.
There have been ads featuring monotonous voices delivering tedious
speeches following one after another during each boring commercial break
on every broadcast channel.
But after a fallow period it looks like there’s an excellent year ahead
for Argentinian advertising. The ’calling llama’ by Agulla & Baccetti
for Telecom is a series of commercials where we see a group of llamas
devoted to making jokes by phone.
The jokes are very local and extremely difficult to explain, but without
a doubt this was one of the campaigns responsible for refreshing the
tired Argentinian ad break.
Grey and its TV ad for Stafford Miller’s denture fixative, Corega, is a
second campaign that demonstrates a renaissance in Argentinian
This is another campaign that uses humour and, despite its low budget,
is utterly effective, short and very simple in terms of the message it
The ad shows a grandfather and his grandson sitting watching television
on which we can hear some kind of spaghetti western. The child has a
fizzy drink but no bottle opener, so he capitalises on the strength of
his grandfather’s denture fixative by using the old man’s teeth to open
It turns around the macho image of such an action while cleverly
emphasising the brand’s qualities.
Souto TCC’s TV campaign for the language school the Liceo Cultural
Britanico has managed to sustain the same level of creativity as the
superb radio campaign that ran before and is the third example of how
our ability to make good advertising is returning.
In this campaign we see a man in a kitchen cutting up onions. A man
appears at the kitchen window and starts yelling at him in English,
asking why he isn’t making the sandwich he asked for.
Oblivious to the commotion, the man in the kitchen continues chopping
the onions. The disgruntled man reappears at the window and continues
yelling in English, asking where his sandwich is. This prompts the other
man to read a translation of the angry torrent of words. He understands,
returns to the kitchen, abandons the onions and begins to make the
sandwich. It’s a simple idea, but very effective.