The song of the summer is no longer a chorus, nor a red record, nor a dance. Neither does the French Georgie Dann it is to go bowling in the villages. The song of the summer is a crocanti ice cream, in the format of an advertising campaign, conceived by three women and a fourth, Mrs. Rushmore, for the summer coupon of the National Organization of the Blind. Born to sell coupons – I already have mine – cannot be included in Spotify. The ONCE does not even imagine the millions of euros in impacts that are lost because of that.
Let’s rewind. Three women sit down to think. María Gomis, Ángela Cadiñanos and Elena Delgado. They agree on an idea: “Summer makes you look handsome. That’s why it’s cool ”. And they begin to write how that is counted, as the common people say, the one who buys the coupon, the one who decides. To the one who speaks Paolo Vasile and spoke to him Ivan Redondo.
Let’s rewind some more. TO José Battaglio I crossed it many times in the brutal Faculty of Journalism of the Complutense, wandering concerns. I saw his first performance at the Rock Villa de Madrid, and what a great guitar, a piece of a band. Chop singer and that of western-punk, what did you come for then? 1984. Felipe had two in La Moncloa.
Frame of the spot, in which the kid dreams of stopping the fund cleaner.
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Battaglio (Skeletons, The Border, Empty Beings, Ana Curra…) walked his way as a rock star. And today is for “the Rushmore”, that’s how the talent bar that is known is Marta Rico Y Miguel Vizcaino generated around it, its name is synonymous with guarantee. The seal of Battaglio, bearded along Rick Rubin, it is Heaven Music, publisher registered with its partner Kaelo del Río.
In its portfolio campaigns for Iberdrola, Ikea, Aquarius, the revered Atlético de Madrid de Vizcaíno and the Gil, ING Direct, Yoigo, Euromillions, La Casera, Mercedes Benz or Vodafone …but that doesn’t matter a bit. You can run a lot of campaigns and never hit the mark. The deep voice of the Italian Pino D’Angiò, pseudonym of Giuseppe Chierchia – sings Manuel Fernandez-, It served them to finish off the mto which idea.
Is there a feminine look in the metaphors chosen to hum the high? Elena Delgado placeholder image He tells me: “I don’t think so.” Would the images have been different if the creative team were male? “That is not known, but we have tried to have parity in actors and texts.”
The proposal was presented to the directors of ONCE and in these meetings there is a unwritten protocol. They are the gestures of the trade. The client usually disguises and never confirms if he likes it. Why? Because if you have called a contest you should not do it. “We noticed what they liked, but they didn’t tell us anything until we had won.” Between Elena and her companions they presented the idea until they filmed, a month and a half passed.
The song was longer, 60 seconds, but on television send the spots of 20, and on the radio the spots can be even shorter. “If you listen to the three spots we have done in a row, you listen to all the texts.” The lyrics of the song are great. Everyone has their favorite phrases. I recommend if you have not seen the spot listen to the wedge first so that the text is the true protagonist. But let the reader choose.
My bets: Apollo on pole. I am a geyser. I am the match from the fire– (far from the old All against the fire summer); A train wreck. They had to avoid brands, that ONCE would have had to loosen money, or proper names –The tablet of a Roman may have been Cristiano’s tablet. Would fewer coupons have been sold in Catalonia then? The rhyme finished sewing everything. Y I’m crocanti, my favorite, has become, “a little bit of please”, in the tagline of this summer in which we all want to eat life.
The spot it was recorded in Benidorm. “We didn’t want geeks, if we had put actors with those texts we would have lost power”, Elena explains. The result puts it in doubt. They look like actors and some would be admitted to the club freaks, but it would have been worse with a weird casting.
The spot it skyrockets with the television campaign because at first only with the radio it did not start. And the memes began. Jokes with politicians. Looking in the mirror touching himself i’m crocanti. And the haters, “Haters” of Twitter, which are the thermometer that the campaign has already hit. The client need not worry unless the level of hatred is exceeded.
Ilona Royce, Mrs. Rushmore.
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“I knew it was going to work because I showed it to my mother first and she is the 9th test,” Elena tells me, from the supermarket, with the boy with a tantrum. The boy’s screams promise. It must “be tremendous.”
Call me Tiramisu It’s the one I’m going to use this week. But if you have 6 left over euracos, the draw is on August 15, the day that sailors, with their hands no longer weaving nets – there is no machine in the world that zurza them – fill their boats with colorful flags and pay homage to the Virgen del Carmen who , among other miracles, will be the one that will decide if it’s your turn or it’s my turn.
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