'Siesta World Cup' Ad Launches Comedy Central in Latin America

W+K celebrates region's napping championship

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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.

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