Let’s talk about perfect pitch. Not every ad has it.
Timing: Sometimes that’s catching the mood of the moment. Sometimes, it’s being quick to act on a topical event or issue. Sometimes, it’s both. The world is very aware of the objectification of women right now. Most people are beginning to understand how it makes the majority of women feel. Most people ‘get’ how a firefighter feels when he’s turned into the cliché, the male stripper.
Tone: If you want to get someone on board with an idea, make them think it was their idea. It’s safe to assume that most viewers felt the firefighter’s humiliation in this video, before the first word appeared on the screen.
Surprise: A good surprise builds up your excitement or anticipation before it sideswipes it. So does this ad.
In Peru, firefighters are not paid by the state. All the firefighters in Peru are volunteers, and the only way to finance their teams is through donations. So Quorum Saatchi & Saatchi in Lima’s campaign for the AABV (Asociación Amigos de los Bomberos Voluntarios) makes people realise that if they don’t donate, volunteer firefighters have no choice but to find some sort of income doing whatever is necessary. The ad is running on Channel 5 and Channel 13 in Peru, Facebook and Youtube.
Creative credits:
Creative agency: Quorum Saatchi & Saatchi
Executive creative director: Daniel Fierro
Creative director: Rodrigo Melgar & Juan Durrieu
Copywriter: Rodrigo Melgar
Art director: Juan Durrieu
Production company: Patria
Executive producer: Tarek Kahatt
Director: Milovan Radovic
