Beto and Elena meet cute. The hunky heartthrob picks the shy young gal on a couch, and sparks fly. From there, the two are so smitten with each other that they can barely stand to be apart.
But when tragedy strikes Elena, Beto’s out of his mind with worry. Can his love save her?
Of course it can, because this is a telenovela. Or rather, it’s a melodramatic long-form commercial for a telenovela. And it hits many of the same beats as the TV show it’s promoting: Peru’s most popular series, De Vuelta al Barrio (“Back to the Neighborhood”).
The 3 1/2-minute spot comes from Circus Grey in its first work for Peruvian network America Television. With its power ballad soundtrack, “Beto Y Elena” is a deft and lovely piece of advertising that transcends language. A cover version of the Peruvian ’80s rock hit, “Fantasy,” by Arianna Fernandez serves as its heart-swelling backdrop.
The name of the song gives a peek into the ad’s clever, escapist structure: Beto and Elena aren’t really an item. He’s a fictional character, the star of De Vuelta al Barrio, and she’s a real person, a superfan hooked on the comedy-drama hybrid that airs daily in the South American country.
Our protagonists are separated by screens (television, smartphone), but they’re nonetheless connected.
The short film “shows us the absolute essence of what happens between viewers and their favorite TV series,” according to the agency, which uses the tagline, “Let’s get closer,” on the video’s final frame.
“The emotional reason why we go to TV everyday, at the same time and on the same channel, is because of that close relationship that is generated between us and the endearing characters of the series,” says Charlie Tolmos, the agency’s ECD. “This idea lives at the exact crossroads of entertainment and pop culture in the country.”
Within a day of its release, the spot racked up 1 million views with 100% positive brand sentiment, impressive numbers even considering the third-season show’s loyal following of 1.3 million viewers an episode.
Client: América Television
CMO: Jacques Aragonés
Brand Manager: Ana Paola Mazuelos
In-house Art Director: Mauricio Torres
Pr Manager: Mariana Ibarcena
Agency: Circus Grey
CEO: Pedro José de Zavala
CCO: José Luis Rivera y Piérola
Executive Creative Director: Charlie Tolmos
Creative Director: Yasu Arakaki / Rodrigo Melgar
Head Account Manager: Zinka Mendoza
Account Director: Jackeline Sztrancman
Account Supervisor: Vanessa Ortega
Account Executive: Alejandra Cardenal
Head of Production: Renzo Talavera
Group Executive Producer: Claudia Alvarez
Assistant Producer: Ximena Rojas
Production Company: Rebeca
Director: Manuel Oxenford
Executive Producer: Alejandro Noriega
Production Manager: Karen Nolte
Assistant Producer: Maria Fernanda Mendoza
1st Assistant Director : Eduardo Bezerra
2nd Assistant Director: Renato Arestegui
DOP: Julian Amaru Estrada
Gaffer: Lander Torres
Focus Assistant: Nicolas Lastschenko
Camara Assistant: Carlos Ezeta
Video Assistant: Sergio Peña
Data Manager: GianCarlo Segovia
Art Director: Coco Miranda
Productora de Campo: Oh Margot
Art Producer: Cecilia Herrera
Costume Designer: Claudia Mansillas
Makeup Artist: Nery Romero
Off-Line/ Editing: Rossana Samanamud/Makaco
On-Line / Color: Makako
Sound and Music Designer: Zumba
Cover Lead Singer: Arianna Fernández
Original Music: Fantasy by Autocontrol
Production America Television
Head of Production: Estela Redhead
General Manager and Series Scriptwriter: Gigio Aranda
Executive Producer: Cristian Rocha
Director of Photography: Carlos de la Cadena
Art Producer: Elena Ibarra
Costume Designer: Mónica Passapera
Makeup Artist: Edith Ávila
Makeup assistant: Erika Alata
Makeup assistant: Andrea Escobedo
Other Credits: Carlos Wilson, Rómulo Peralta, Bruno Fernández, Marcos Pilco