God breeds them, Campofrío manufactures it and McCann “cooked” all of them together.
Leandro Raposo (Executive Creative Director of McCann Erickson) and his team give a detailed explanation on what toads and ham have to do through a fun fable, with batrachian included, their latest ad for Campofrío.
A toad has started committing suicide today, Thursday, 16th June, on the Spanish television searching for the reincarnation as a human being that enjoys the pleasures of life, among them, buying a mega dish full of boiled ham. Soon the batrachian will do it online and through social networks, supported by MRM Worldwide.
The campaign is composed by several (80″, 60″, 30-2 – and 10″) TV pieces to be aired in Spain. For Portugal, the tale is told through 60″, 30″ -2-, and 10″.
Zenith Media distributes the spots and the rest of inserts among the media.
The toad by McCann for Campofrío joins to the wide range of zoo beasts populating the ads these days in Spain.
The cows by El Laboratorio for Central Lechera Asturiana; the cows by Grey for Viajes Iberia; the “cooow” by Saatchi & Saatchi for the Toyota Auris; the animals shown on the Fables by Lola agency for Buckler beer and the everlasting Scottex doggy are just some examples.
The brilliant idea of committing suicide comes to the mind of our lively toad, when sitting on the side of the road another colleague, a toad as well, shows its disgust against the flies and explains that he is not used to this kind of diet, because once he was a State Attorney. Marcelino, the lawyer toad, tells about how disgusting human life is on its view.
To the sound of the “If I were a rich man” song belonging to the the well-known film The Fiddler on the roof, the other batrachian sings a list of what it would do if it were a human being. Buying a mega dish, full of ham is on the list, as well as everything but work.
While singing, the the toad crosses a road full of traffic, where they perish, as soon as they try to join the anthem, a snail, a snake…
Once on the other side of the road after having crossed sane and safe, despite the traffic, the toad decides to commit suicide, crushing against a trailer through a free jump.
Then a clerk taste with fruition Finissimas of Campofrío, in front of his computer in the workplace. After chewing ham the clerk stands up saying “and I’ve been living in a pond”.
A white and innocent dove that gazes through the window of the building where the office is placed, tries also to sing the song “if I were a human being”. The white and innocent dove falls down as soon as it starts singing…
An actual ode to the carpe diem wy of life summarized on eating a product, Finissimas by Campofrío, “because one never knows what is going to be in next life”. At least this is what ad says the end.
The little ham lover toad lives a very different story, despite as funny as those that were told on the Frankie and Loui chameleons ad series, conceived by Goodbye Silverstein and Partners for Budweiser in 1998.
Loui got desperate by the Bud-wei-ser singing frogs to the point of thinking about moving from the swamp or even doing something worse…
Among Loui’s tendencies there was not precisely committing suicide, but rather some psychopathic behaviours.
So often the animals are included in ads in Spain in recent times, that they do have already learnt marketing. Just keep an eye on how the cows who are working for Central Lechera Asturiana (a Spanish dairy products manufacturing company) have managed to go on holydays with the “vacas” (it sounds in spanish like cows but means holydays) from Viajes Iberia (Iberia Travels) thanks to a joint promo (the joke inside the ad comes out because vacas= cows, in Spanish is the short colloquial word used instead of vacaciones=holidays)
Leaving aside the actual zoo inside Spaniard ads we are watching in most recent times, I wonder myself: what would have happened if the suicidal batrachian would have reincarnated as a Campofrío branded pork?. Better not thinking about it.
Image over the headline.- The toad mate of the batracian Marcelino -foreground- and the batracian Marcelino -background-. Caption of the Reincarnation (Toad Life) ad video. © McCann Erickson/Campofrío.
Related external links:
Reincarnation (Toad Life). © McCann Erickson/Campofrío
Bud lizards ads -mix-, Goodby Silverstein and Partners for Anheuser Busch’s Budweiser beer
