In a little over a month, advertising pros from a wide range of countries will gather at the annual El Ojo de Iberoamérica festival in Buenos Aires. To promote the festival and its award show's rapidly approaching entry deadline (which is actually today, though we've heard you can ask politely for a brief extension), the organizers partnered with agency Santa Clara and production company O2 Filmes to create a charmingly violent teaser video. In the clip, we meet a woman named ChinChin, who has built quite a reputation for herself by beating the crap out of everyone and everything in town (llamas, tractors, you name it). But then she discovers that there's a much bigger stage on which she could be testing her talents.
JWT has named a new head of Latin America and has added Brazil back into the mix. Ten years ago, the WPP Group shop separated Brazil from the region, given that the country speaks Portuguese and the rest of the countries in the region speak Spanish. But economic shifts and a "need to stay ahead of trends" has prompted global CEO Bob Jeffrey to reannex Brazil.
Global brand marketers that want to zero in on what they can get out of Promoted Trends—which cost around $200,000 a day in the United States—might want to run a few tests in Latin America on the cheap.
Young & Rubicam is uniting its shopper marketing capabilities in Latin America under the banner of Labstore, the name of a like unit in Madrid. With a single moniker, Y&R expects shopper marketing personnel in Argentina, Brazil, China, Colombia, Mexico and Puerto Rico to more regularly share resources and knowledge.
Comedy Central began broadcasting in Latin America in February, and now it gets an epic introductory commercial from Wieden + Kennedy, São Paulo, and famed Super Bowl director Bryan Buckley of Hungry Man. It celebrates a little-known but apparently hotly contested sporting championship—the Siesta World Cup! These guys are pros, too—they can fall asleep at the drop of a hat, and stay asleep, even on donkeyback. "The idea is simple: Make TV viewers laugh and remind them how good it feels to watch Comedy Central shows, which are 100 percent humor," said Guillermo Vega, W+K Sao Paulo's executive creative director. Buckley is more blunt. "I couldn't bring myself to watch a single Olympic event. And hell, I was in London when they were happening," he said. "That's how much shooting 'World Cup Siesta' messed with my mind. I kept saying to myself, What can possibly be more exciting than that?" Full credits after the jump.
As the clock ticks down toward the introduction of its new stand-alone sports network, Spanish-language broadcasting titan Univision is initiating its prelaunch sequence, lining up a roster of blue-chip advertisers and securing the first of the all-important carriage deals.