Discount coupons are part of everyday life in Brazil and America. Credit platform, Serasa, even offers them to help Brazilian’s clear their credit debt. The company’s in-house agency and US agency, Oliver Latin America’s dedicated Serasa arm, Pinkers, have connected those coupons with humour to present Serasa as an ally for dealing with debt. The 1.30 minute launch film stars Tichina Arnold, known for playing Rochelle in the 2005 series, Everybody Hates Chris, and zany energy to bring entertainment into the financial category.

The campaign expands how Serasa coupons are presented, showing that they can not only help in the shopping economy, but also be allies when negotiating debts, making room for financial organisation.

“The series [Everybody Hates Chris] remains present in the imagination of Brazilians, bringing that nostalgia and affection for the characters, in addition to a certain identification with the situations experienced by many families, especially when we look at financial difficulties and the need to save. This humour, which manages to transform everyday situations into lightness, is something that speaks a lot to the way Serasa has communicated with people,” commented Renan Maximiano, creative director at Serasa.

“When we thought about a campaign about coupons, it made a lot of sense to look for someone who represented this strong culture in the United States. At the same time, we wanted a personality who had a genuine connection with Brazilians. Tichina brings together these two attributes in a unique way: in addition to coming from a market where the use of coupons is part of people’s routine, she is widely recognized and loved in Brazil for her role in the series, a striking maternal figure that crossed generations. This combination allowed Serasa to build a narrative with cultural relevance, nostalgia and a lot of identification with the public,” added Beto Rando, business director at Oliver.

The new workis the company’s first advertising production outside Brazil. Filming took place in Hollywood, at Sunset Las Palmas, a studio owned by Disney, which has already hosted productions such as I Love Lucy, The Fat and the Skinny, The Addams Family and La La Land. 

“The project was born from a combination of elements that talk very well to each other. In it, we were able to connect pop culture, the financial universe and Serasa in a spontaneous way, using humor, nostalgia and identification to bring the brand closer to Brazilians and talk about a financial product in a light way,” Maximiano noted. 

In Serasa’s socials, the content brings advice related to personal finance, with the touch of good humour characteristic of Tichina Arnold and her character, and influencers such as Lore Rufino, Lúcio Sincero and Álvaro, will be used to amplify the message, and a perfume, Puro Cupom, will be sent to selected content creators and engaged followers.

Credits
Agency: In-house Serasa
Creative Director: Renan Cunha
Creative Coordinators: Dalvan Carvalho, Vinícius Bertollini, Matheus Limoeiro
Art Director: Dalvan Carvalho
Copywriters: Vinícius Bertollini, Matheus Limoeiro, Beatriz Magarotto, Ricardo Sodré
Content & Influencer Coordinator: Gabriela Siqueira
Content & influencers: Ana Otrente, Amanda Vaz, Mariana Lopez, Gabriela Siqueira, Thaisa Fraga, Beatriz Magarotto, Ricardo Sodré
RTV: Aline Rizzotto
PR: Fernando Gambaro, Duda Yamaguchi, Maria Peppe Cecchetti
Planning: Marina Berretta, Laisse Francisco, Ana Braga
Offline Media: Fernando Gambaro, Gabriela Siqueira
Digital media: Larissa Chidiac, José Emílio Capobianco, Camila Oliva, Giovana Souza, Marcela Mendes, Brena Lima, Maria Gal
CRM: Nathália Fernandes, Luciana Andrade, Carolina Ruggiero, Fredy Garcia, Sabrina Lima, Samara Alves, Maria Eduarda Rodrigues

Agency: Oliver Latin America (Pinkers)
Creative Supervisors: Diego Marcato, Thamires Freitas
Art Directors: Halef Borges, Diego Marcato
Copywriters: Guilherme Pupo, Camila Piagge, Thamires Freitas
Planning: Bruce Marinho 
Account Manager: Thais Vogelsanger
Account Director: Beto Rando

Director: Rog Souza
Production Company: Landscape
Chief Product Officer: Renata Munaretto
Executive Producers: Fernanda Castro, Mariela Costa
Production Coordinator: Alex Missaka
Project Manager: Mayara Coelho
1st Assistant Director: Lipp Sant’angelo
2nd Assistant Director: Luisa Novo
Production Manager LA: Shanti Correa
Production LA: Gabriel Ono
Director of Photography: Felipe Hermini
Art Director: Rodrigo CabralStill: Camila Cornelsen

Post- Production: Voodoo.House
Post-Production Supervisor: Americo Catao Jr
Post-Production Coordinators: Andre Parizi
Editing Supervisor:Tiago Gil
Editors : Tiago GIl, Lucas Brasileiro , Daniel Crepaldi
VFX Artists : Américo Catão Jr, Vivien Harris Carelli, Rogerio Merlino
Motion Designer: Celso Lopes Jr
AI Artist: Thiago Britto
Colourist: Davi Junior
Audio Producer: Berimbau Estúdio