I’m not sure we have such a precise definition for trucho, however, I heard an interesting reference today at the reps meeting in Cannes.
The first one, regarding scam ad, or I guess, trucho, refers to those ads that were produced without the client’s knowledge and were registered to participate in a festival, or those that refer to a non-existent advertiser. At the last major festival in Cannes, two lions were withdrawn for this situation at the hands of a production company in the United States and an agency in France, in a clear message that these scams are not tolerated.
On the other hand, in Germany they are calling golden idea that which is born in the agency, without the client’s express request, and which is produced, produced and registered for the purposes of the festival with the client’s approval or consent. That is to say, the absolute majority of the so-called “truchos” in our country, fall directly into this definition, which is accepted because it fulfills the basic requirements.
It is a good idea, and for this reason, it is not superfluous to suggest moving from the pejorative term “trucho” to “golden idea” in all those initiatives that qualify in this way. It is high time to stop shooting ourselves in the foot with this issue, and accept that agency initiatives have always existed, and therefore, for festival purposes, they are also valid, desirable and positive.
Another day we will talk about the day to day.
Greetings!
