Mercado McCann’s latest campaign is called Euthanasia. It is not at all what you’re expecting.

With striking beautiful images and in deeply reverential tones (superb copywriting, by the way), the film describes letting go…letting old and broken appliances die with dignity.

Of course, because this is an ad for Philco Appliances, the advantage of a shiny, brand-new Philco appliance is subtly expressed.

Yes, the agency creatives have attached their campaign to a topical and emotional issue. Good for them.   

“Brand communication must encompass a share of realism and commitment, and this TV campaign not only presents that, but also raises some ideas to reflect on,” stated Marcelo Romeo, marketing and communications manager of Philco in Argentina.

“We know it is a strong bet and we are very pleased with the result. Mercado McCann was able to give the brand a tone of voice and a narrative according to Philco’s brand history and portfolio.”

Credits:

Agency: Mercado McCann

Executive creative directors: Martin Mercado, Darío Rial & Diego Tuya.

Creative directors: Nicolás Massimino & Nicolás Ochoa

Client service: Agustín Coste, Agustín Castellanos & Sofía Medina.

Agency Production: Agustín Borgognoni & Felipe Calviño.

Production company: Landia

Director: Julián Fernandez

Art director: Camila Perez

Executive producer: Adrián D´Amario

Producer: Lucio Fiorentini

Photography direction: Mex Ledesma

Editing: Michelle Gualda

Post-production: Sergio Pickelny

Sound production: Elefante Resonante

Music Band: Papa Music

Client approval: Marcelo Romeo.