Miami Ad School ESPM Can’t Get Over How Ridiculous the Ad Industry Is

By Patrick Coffee 

AgencySpy readers are a notoriously combative bunch, but we think they can reach general agreement on one point: the advertising industry is so ridiculous that it often resists parody.

The Miami Ad School’s South American wing ESPM recently began offering two-year courses in writing, art direction, and graphic design at its Brazilian offices in Sao Paulo and Rio de Janeiro, and the institution worked with F/Nazca Saatchi&Saatchi Brazil to create a new campaign raising awareness of that fact.

The first spot in the series, “Hair,” conveys a simple message: if you attend our programs, certain eternally gullible people will be far more likely to pay you good money to come up with stuff like this.

If hair can sing, then so can sloths; we’re frankly amazed to report that we have yet to see this particular trope put to use in a REAL ad.

Finally, the third case study in the “ad student, this could be YOUR life” series concerns a lounge pianist with a few too many hands on his hands.

We’re most interested in the concept of spraying deodorant directly on one’s chest; have we been doing it wrong all along?!

This is the first campaign created by F/Nazca Saatchi&Saatchi for ESPM since the shop won the account back in August of 2014. According to the release, it will be “adapted” to promote two-year programs at the Ad School locations around the world: Miami, New York, San Francisco, Berlin, Hamburg, Madrid, and Mumbai.

We wonder how much real adaptation will be required, though. The ridiculousness of the ad discipline easily transcends any linguistic/cultural barriers.

On that note, here’s some print work:

miami print

miami print 2

miami print 3

Of course, it all leads to another question: how much will you get paid to do this?


AGENCY: F/Nazca Saatchi & Saatchi
CLIENTMiami Ad School / ESPM
TITLE: Believe
PRODUCT: Institutional
DURATION: 30” / 45”

TITLE: “Hair” | “Piano” | “Sloth”|

EXECUTIVE CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima
CREATIVE DIRECTOR: Pedro Prado | Rodrigo Castellari
CREATION: Rodrigo Adam | Igor Cabó
RTVC: Victor Alloza | Renato Chabuh | Fernanda Sousa | Maira Massullo | Rafael Paes
SERVICE: Marcello Penna | Ricardo Forli | Charis Carelli
MEDIA: Fábio Freitas | André Cais
PLANNING: José Porto | Felipe Santini

PRODUCER: SquareHead
ART DIRECTOR: Marines Mencio
EXECUTIVE PRODUCER: Adriano Costa | Regiani Pettinelli
EDITOR: Marcio Leitão

SOUND PRODUCER: Equipe Tentáculo
PRODUCTION: Equipe Tentáculo

ACCOUNT MANAGEMENT: Dani Scalice | Ligia Grammont | Luisa Paiva
ART BUYER: Edna Bombini
GRAPHIC PRODUCTION: Jomar Faria | Leandro Ferreira | Guilherme Gaggl
CLIENT APPROVAL: Paulo André Bione | Paulo Sérgio Quartiemeister | Tatiana Gimenes