https://youtube.com/watch?v=LXcj1WIqjLs%3Ffs%3D1_US
Today I sat down to read Fusil de Chispas and all the comments posted on Christian Cambronero’s famous blog in reference to Tribu DDB ‘s new campaign for our client El Verdugo, produced by Camera, with only a week on air. How much fun I had!
A Victor said of the campaign: “I laughed, I laughed, I laughed… and if I remember, I laugh again…”, while Harold Soto said: “The only thing I see is that LG, the TV brand, is from Japan, not Korea”. (Although he was wrong, because the LG that appears is from Korea!) Christian Cambronero himself wrote: “I like it a lot! I think it’s an excellent job for the objectives it’s supposed to fulfill. It is also made with grace and manages to make you laugh. I think it’s excellent.”
A few days ago, Tribu creatives tell me, that while waiting for the movie in the theater the commercial appeared, and that before Mono Ugalde, announcer of the commercial, came out with the refamous and relaunched “Tome Chichí”, the entire cinema shouted it out loud and in the middle of a joyful moment in the theater. El Verdugo relaunched its presence in the market, the popular approach has paid off and the purposes are being fulfilled as we wanted. The campaign is a popular success, they are on people’s lips and we don’t need to resort to the absurd or the unconnected, it was kept in fine humor and in everything we were looking for, we demonstrated that you can be popular without losing good taste.
Now, of course, there are the over-intellectualizations and hyper-rationalizations that sometimes are true and sometimes are not. Obviously, buying in installments is not the cheapest, however, El Verdugo gives credit to the people that push it like no financial institution would. The Monge Group’s business is centered on its risk of lending to different levels of society, even when others do not. And of course, comments like these appear in Fusil de Chispas:
- As Cristian says, the ¨tome chichí¨ is finally for the poor buyer who is enjarana with the interest.
- Always breaking those who arm wrestle it.
- Thanks Verdugo, thanks DDB for continuing to reinforce the negative stereotypes of our society!!!!!
- hahahaha…it’s idiotic…it’s based on the assumption that to have is to be worth. It makes you laugh, but as soon as you realize that…diay…you say “toma chichí”.
There is much more in the Fusil, so I recommend a visit and better yet, the contribution with your comments. From my side, of course, I loved the one who said: “to the poles we laugh. Maybe you are very fine… I mean…”, and even more this one: “I appreciate this contribution from Para Tribu, a round of applause”.
I celebrate and applaud the client at El Verdugo and everyone at Grupo Monge, because they are the ones who have the ultimate power of approval or rejection. That is how today the “Tome chichí” is giving much to talk about, while at the time we did it for Importadora Monge with the commercial about the girl who dreamed of being a world boxing champion, and achieved it in the figure of Hannah Gabriels.
https://youtube.com/watch?v=mD7Go12OSzE%3Ffs%3D1_US
Finally, applause for all the creative team, planning and accounts that achieved these campaigns, and don’t miss the post by Manuel Chacón, Creative Director, placed in Tribu DDB’s blog.
Personally, I think this kind of campaigns are very necessary. To attract attention and attract a brand, it is necessary to be creative, not absurd or groundbreaking for no reason, because that is very easy. For the creative to be most effective, it has to be strategic and relevant, as well as people’s own and therefore viral.
So, unlike much of the “creative” that has been done in the past, here we set the bar at a level that has to be clearly interpreted, because we did not do this campaign to satisfy any creative ego, but to make the cash registers of El Verdugo ring. Our client offers a low-cost appliance chain that focuses on giving credit to the people who patronize it. That’s their business, with all the risks and consequences that come with it. Our business at Tribu DDB is to achieve for our clients what responsibly will bring them the most and best results, convinced that today creativity has to be social and of positive contagion.