Galicia bank’s famous couple return in a new campaign by Mercado McCann, reuniting in a clothing store after seven years. “The more things change, the more they stay the same” – and a humorous display of passive aggressive tension – becomes the theme for their repartee that sneaks in points about Galicia’s financial services. The reunion was triggered by studies showing that the couple is still on Argentinians’ minds.   

The campaign began with an enigmatic teaser on entertainment programs, referencing the return of a famous couple, and will continue with various pieces on social media, influencers, and social media.

The campaign takes over from the brand’s Tooth Fairy campaign.

“We have a very successful campaign with the Tooth Fairy, and today Galicia is at the top of mind in the category. We know that the secret to making that happen is to continue building differentiation and brand recognition,” stated Juliana Uva, Galicia brand content manager.

“What we don’t know is how all this will affect the Tooth Fairy… So, for the first time, a company’s marketing could have two opposing campaigns,” Mercado McCann added.

Credits:

Client: Galicia
Client Team: Fernanda Medina, Juliana Uva, Mariano Pastore & Camila Funes

Agency: Mercado McCann
CCO: Nicolás Massimino
Managing Director: Agustín Coste
Executive Creative Directors: Manuel Scher, Cristian Tarzi
Creative Directors: Santiago González Llanos, Álvaro López
Group Account Director: Lula Concistre
Account Director: Mercedes Parise
Digital Director: Tico Molina
Head of Production: Agustín Borgognoni
Producer: Mariana Caraduje

Production Company: Concreto Films
Director: Juan Taratuto
Executive Producer: Dolores Llosas
Assistant Director: Felipe Hoya
Director of Photography: Julián Ledesma
Art Director: Marcelo Chávez
Costume Designer: Laura Cacherosky
Post-Production Director: Marina La Battaglia
Editing: Carolina Grurevic
Colour: Gastón Musarra
VFX: Post Media
Audio Mixing: Papa Music