Audio & Radio > Product & Service
PORTA, Santiago / CCU / 2013
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For 12 years, Escudo beer ads ended like this: "Escudo! More body, more color, more flavour! Escudo is more beer!". This year we made the first radio campaign that doesn't name the brand, or the product. It doesn't even use it's natural context.
We used words that were phonetically similar to Escudo. Escupo (spit), Neptuno (Neptune), desnudo (nude), the same music, and changed the claim so that it would still rhyme with the original version. So, instead of "Escudo. More body, more colour, more flavour..." you could listen to: "Neptuno. More mass, more moons, more pressure, Neptuno is more planet."
ScriptInEnglish
MVO: How the hell are we going to install this? The manual comes...
MVO 2: IN RUSO
MVO: More Kremlin, More Lenin, More Soviet. In Russian is more Spetsnaz!
ScriptInOriginalLanguage
MVO: ¿Cómo cresta vamos a instalar esto? Si el manual viene escrito...
ANNCR: EN RUSO!!! Más Kremlin, Más Lenin, Más Soviet. EN RUSO es más Spetsnaz!
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