Circus Grey Peru launched a broadcast spot for the 175th anniversary of El Comercio, Peru’s number one newspaper, which, like the paper itself, attempts to separate fact from fiction.
The ad makes novel use of the SAP button, which allows viewers to switch to a second audio track, usually a Spanish language track for a show normally broadcast in English. For the campaign, Circus Grey Peru instead uses the two tracks to separate a (fictional) politician’s official statements from the hidden truth. While on the main audio track, he claims to be resigning due to personal reasons, the SAP track reveals the real reason to be political corruption. It’s a clever device, explicitly tied to the benefits El Comercio provides to its readers. If only we had the feature for the upcoming U.S. presidential election.