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."

FVO: Enough with it, education is not a business; let's put an end to this, let's put an end to...

MVO: EL LUCRO!

MVO 2: More money, more business, more power, Profit is more richness!

FVO: Basta, la educación no es un negocio, pongámosle fin a esto, pongámosle fin a...

ANNCR: EL LUCRO!!! Más dinero, más negocio, más poder, EL LUCRO es más riqueza!!!