Our friends and admired creatives at Del Campo Nazca Saatchi Saatchi took over the summer in Argentina, surpassing Quilmes, traditionally the brand that takes over this season, with this advertising coup for CTI.
As in the case of Nike’s “Suda el Jamón” (Sweat the Ham), music returns with force to be the center of attraction, no longer with the jingles of before, as we all know, but as protagonist vehicles to trigger emotions and personalities powerfully connected with people.
We stopped being advertisers a long time ago, and as creatives we have also evolved. Clearly we are the ultimate connectors. We fill the world with Lovemarks, and CTI is doing it with great ideas, as well as its own sensational boldness.
(I learned about this campaign a few minutes ago from Patricia Martin, COO of DCNSS, during the Saatchi Latin America Board meeting).
