Production Comapny/RhayuelaDirector/Jose Luis Rugeles/Jader Rangel 3) We believe that we satisfied our objective to reassure citizens/consumers about the new calculations and their efficiency. In order to convey information that was of a technical nature and render the communication effective, we considered it important that the message was received in a pleasant and familiar manner. 4) The decision to broadcast the commercial on the main national television networks was an obvious one considering the universal nature of the message and the need to reach the widest possible public audience. 1) With the introduction of the Euro, it was necessary to explain to citizens/consumers how future gas and electricity accounts would be calculated in Euro, given that the gas and electricity authority had agreed to calculate each item separately, to the sixth decimal place in order to avoid exaggerated rounding of the final total. Once again, our commercial was designed to emphasise the domestic environment, portraying a scene familiar to everyone which conveyed the message with warmth, reassurance and a sense of involvement by all. 2) What makes this commercial specially effective, is the role played by the child. With his fun-loving sense of humour, and his ability to convince his parents of his apparent innocence, he becomes the true star of the campaign.

1) With the introduction of the Euro, it was necessary to explain to citizens/consumers how future gas and electricity accounts would be calculated in Euro, given that the gas and electricity authority had agreed to calculate each item separately, to the sixth decimal place in order to avoid exaggerated rounding of the final total. Once again, our commercial was designed to emphasise the domestic environment, portraying a scene familiar to everyone which conveyed the message with warmth, reassurance and a sense of involvement by all.