Cannes Lions

Launches

DHÉLET VMLY&R, Buenos Aires / MOVISTAR / 2019

Film
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Overview

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Credits

Overview

Background

Argentina is going through a revolutionary moment in matters of gender equality. There are many comments on social media about the predominance of male characters over woman and many brands are creating campaigns to change that.

Execution

The commercial reflects the sensation of escaping the daily life and enjoying that unique moment of getting ready to watch a series or a movie through the metaphor of a takeoff, as if sofas and chairs were rockets. That’s why to go along with this methaphor, with chose David Bowie’s classic, Rocketman. However, related with the context explained before we decided to make a new version of the song, performed by a woman. The chosen one was an emerging singer in Argentina and Latin America named Marilina Bertoldi. She gave a lot of power to the song and a sensation of liberty that goes along with the concept of the ad. Being one of the representants of the gender equality

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