Cannes Lions

POWERADE

ANONIMO, Mexico City / COCA-COLA / 2011

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

Timing. The time of reaction to the topic was critical for the success of the idea, Mexicans adopted our ad as the flag of a country asking for an apology, we were emphatic with our consumers and with our compatriots. But, the most important of all, it was to turn the card and make people feel proud of waking up remembering they were Mexican.

Outcome

The brand was seen as the only response that gave a voice to a country, we didn’t wanted to fight or criticise what happened in Top Gear, we wanted to make Mexicans proud and remember, through Chicharito Hernandez, that words are only words, but actions are the ones that count. He is Mexican, he wakes up every day remembering he is one of us, we should do the same thing.What would’ve cost more than half a million dollars was completely unpaid, the ad costed 0.

Until today Chicharito Powerade is the first Google suggestion, even before Chicharito Hernandez.

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