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."

INTRO: For over 12 years, every Escudo beer radio ad ended like this:

MVO: ESCUDO!

MVO 2: More body, more color, more flavor, Escudo is more of a beer!

INTRO: This year we made the first radio campaign that doesn't name the brand. This was the result.

MVO 2: Look, I'm an artist, and I could make a portrait of you. I have a canvas, a brush...Wouldn't you like to pose for a...

MVO: DESNUDO!

MVO 2: More freedom, more fresh, more modesty. Nude is more purity!

INTRO: Por más de 12 años, el cierre de los comerciales radiales de Cerveza Escudo sonó así...

SFX: Escudo!!! Más cuerpo, más color, más sabor! Escudo es más cerveza!!!

INTRO: Este año, quisimos hacer nuestra primera campaña radial, sin decir nunca la marca. Este fue el resultado.

MVO: Mira yo soy artista, y yo te podría pintar, tengo un lienzo, un pincel… no te gustaría posar para un...

ANNCR: DESNUDO!!! Más libre, más fresco, más pudor. Desnudo es más pureza!