Cannes Lions

CERVEZA ESCUDO

PORTA, Santiago / CCU / 2013

Case Film
MP3 Original Language
Case Film

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Overview

Description

For 12 years, Escudo beer ads ended like this: "Escudo! More body, more color, more flavour! Escudo is more beer!". This year we made the first radio campaign that doesn't name the brand, or the product. It doesn't even use it's natural context.

We used words that were phonetically similar to Escudo. Escupo (spit), Neptuno (Neptune), desnudo (nude), the same music, and changed the claim so that it would still rhyme with the original version. So, instead of "Escudo. More body, more colour, more flavour..." you could listen to: "Neptuno. More mass, more moons, more pressure, Neptuno is more planet."

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