Cannes Lions

COOKING

JWT LIMA, Lima / JOHNSON & JOHNSON / 2013

MP3 Original Language
MP3 Original Language

Overview

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Credits

Overview

Description

"Aumentar" means "increase", but the radio ad use the phonetic quality of this Spanish word to make it seem like the character is screaming in pain. Aaaaaaaaumentar stretches the vowel a, that sounds like the beginning of the letter "I". So if there was an english version of this radio spot, the word to be used when the character screams, would be "IIIIIIIIIIIIIIIIIIIIIII don't want blablabla...".

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