Cannes Lions

SIR EDWARD'S SCOTCH WHISKEY

EFPZ/FCB, Montevideo / DISMONTE / 2010

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Local terminology utilised in the spot: Maracanazo: The Uruguayan football team beats Brazil in the 1950’s World Cup final. José Artigas: Uruguayan independence Hero.Pecho Frío (Cold breast) or Gallinas (Chickens): Cowards Hijos ("Futbolistic son”): a team that always loose matches with usCertainty one: the color of the Uruguayan football jersey is sky-blue. Scotland’s jersey is darker blue. A faded blue garment turns sky-blue. Certainty two: Both Uruguay and Scotland are football-enthusiastic countries. Uruguay qualified for the World Cup. Scotland didn’t. Certainty three: In Scotland, people will support Uruguay. A very special promo will be carried out. With the aid of a translator, we spread a fictitious, alleged radio spot which encourages the Scottish to support Uruguay in the World Cup.

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