After the first wave of literal (obvious, perhaps?) responses to the production restrictions Covid-19 brought, a little more thought and a little more creativity are flooding into Covid-19 advertising. This Colombian spot by Mundano Estudio doesn’t reinvent the Covid-19 ad formula. Instead, it pushes it a little further and the result is rather wonderful. The uplifting ad has the same goal as its Covid-19 cousins, to show a brand’s support for its community during the pandemic. it just does so without the gooey words, poignant music and same-same presentation. That has done well for the client, Mercaderia Justo & Bueno.
The spot, which is being broadcast in primetime on all major channels, “…has been greeted, fortunately for all, with much praise for its creativity, execution, and especially for its message,” stated director, Fermín Cimadevilla.
The brand, Mercaderia Justo & Bueno, is a discount chain of small neighbourhood grocery stores in Colombia.
Agency: Mundano Estudio (Colombia & UK)
Agency Team: Paula Calle, Carolina Caropresse, Adriana Esté, Diana Cristina Fonseca, Carlos Gustavo Hernández, Germán Herrera, Juan Pablo Huizi Clavier, Corina Lipavsky, Iván Méndez, Andreina Rivero, Malex Salamanqués, Alejandro Valencia Rojas & Ignacio Vega Olgiati
Production Company: Pura Filmadera
Director: Fermín Cimadevilla
Executive Producer: Kebia Ávila (Mexico)
Executive Producer: Lina Hernández (Colombia)
Sound Design & Mix: Diego Bautista & Diego Rocha (Audiopost)
Editing: María Paula Murcia
Research: Daniel Jiménez & María Paula Murcia
Colour Grading: Jorge Román
Client: Fair & Good Merchandise (Colombia)
Chief Executive Officer: Michel Olmi (Reve Group)
Brand Experience Coach: Jorge Andrés Gómez Lozano