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New faces for brands. Are the criteria for the election of prescribers and protagonists of the campaigns changing?

Several recent campaigns feature characters that stray from the conventional concept of popularity
Digital platforms, a new fishing ground for brands seeking notoriety with well-known characters

From a popular culture myth who died a quarter of a century ago to a series scriptwriter, through a poet, various youtubers and a reality TV contestant Cameroon Email Address.

These are some of the characters that have starred in the advertising campaign of very popular brands launched in our market in recent months. The use of known or notorious people as spokespersons or prescribers of the brands in advertising campaigns is a resource almost as old as the activity itself, and you only have to take a look at the advertising that is broadcast in any medium to verify that your validity remains unchanged.

Recent campaigns seem to indicate that brands are trying to travel less well trodden paths
However, some recent examples of Spanish and international advertising seem to indicate that brands, including those that target mass audiences, try to walk less well-trodden paths when choosing prescribers, spokespersons or famous protagonists for their advertising actions.

Apart from a logical desire to differentiate in a hypersaturated environment, the choice of new prescribers is closely related to issues such as the new source of popularity -especially among certain environments and age groups- that digital platforms and social networks represent; the identification of characters with the purpose of the brand and the interest of companies to show themselves as sensitive to the issue of diversity.

The Contrapunto BBDO agency has launched two campaigns in the past weeks that can serve as an example of the aforementioned trend. One of them (created with Proximity, another agency of the BBDO network) is that of Magna beer, from San Miguel. For her, a professional has been chosen as a prescriber whose work is enjoyed by millions of people in many parts of the world, but who surely few had seen in person. He is Javier Gómez Santander, head of scriptwriters for “La Casa de Papel” and scriptwriter for “Sky Rojo”, a highly successful series broadcast by Netflix.

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The election of Gómez Santander is related to the message of the campaign, which speaks of the importance of making decisions about one’s life and not following the script written by others. “In life, as in the series, you can follow the script or make your own decisions,” says the writer in the campaign spot, which shows him having a glass of Magna on a terrace. He adds that the scriptwriters are not the best known people who work on the series, but they are the ones who literally decide what happens in them.

Susana Pérez, Executive Creative Director of Proximity, points out about the choice of Gómez Santander: “The concept of the campaign” write the script of your life “refers to the ambition of our target to be the one who takes the reins of his life, that he breaks with inertia and is able to make his own decisions ”.

“The election of Javier [Gómez Santander] brings credibility and judgment to the campaign”
“We decided,” he adds, “to get the message across to them through a metaphor: if your life were a series … wouldn’t you want to be the one to write that script? Thus, through successful series and the expressive territory that allows us , we structured an appellative speech that builds the proposal of Magna de San Miguel. And for this we chose Javier, a scriptwriter of successful series who despite being little known to the general public is the professional who has the criteria to take the best decisions for the success of the series. Javier’s election gives the campaign credibility and judgment socialposts. “

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