Ever log into Facebook only to see that your friends have tagged you in photos that couldn't have been taken at a worse time? In Argentina, a beer brand wants to help.
Del Campo Nazca Saatchi & Saatchi, the same Buenos Aires agency that invented the Teletransporter—a soundproof booth that guys can use in bars to call their girlfriends and pretend they're somewhere else—has now come up with another girlfriend-fooling technology. It's called the Photoblocker, and it's basically a high-tech beer cooler "that detects when a photo is being taken and shines a flash, keeping you safe and sound." See the device in action in the video below, which is something of a dramedy as it illustrates the endless mistakes a poor man can make over the course of a night of clubbing. The technology seems a little far-fetched, although supposedly the coolers have been tested, actually work, and have been distributed to bars across the country.
Women, of course, might not take a shine to the new device. (The clip below suggests it could help girls, too, from being immortalized in compromising positions—but let's face it, it's aimed at guys.) Still, you have to hand it to the agency—it's taken the mild, meatheady misogyny that's central to so many beer campaigns and moved it from the TV spot into product development. So rest assured, wayward young men of Argentina: What happens in the club will indeed stay in the club.
Client: Norte Beer
Agency: Del Campo Nazca Saatchi & Saatchi, Buenos Aires, Argentina
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Director: Ariel Serkin
Creative Team: Ezequiel De Luca, Nicolas Diaco
Agency Producers: Adrian Aspani, Camilo Rojas, Lucas Delenikas
Production Company: Landia
Director: Matias Moltrasio
Executive Producers: Andy Fogwill, Nico Cabuche
DP: Leo Hermo
Postproduction Company: Metrovision
Sound Designer: Elefante Rosagante
Advertiser Supervisors: Ricardo Fernandez, Pablo Firpo, Matias Medina