El Comercio: SAP

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The main mission of a good newspaper like El Comercio is to cut through the clatter to bring its readers the truth. We wanted to get across this very specific benefit in a TV commercial. To do so we took advantage of Second Audio Program (SAP), a technology that allows for television content to be broadcasted with two audio tracks. We used this feature to create an interactive piece with two alternate audio tracks where the viewer could discover the uncomfortable truth behind a politician’s resignation at the touch of button. The ad was aired nationwide during the nightly news targeting all those younger, urban Peruvians who get most of their news online and are reticent to buy newspapers. The idea was to engage them with a technological feat, which would catch them off-guard in a traditional medium like TV.

Advertising Agency:Circus Grey, Lima, Peru
Chief Creative Officer:Juan Carlos Gomez De La Torre
Executive Creative Director:Emiliano González De Pietri
Copywriter:Nicolás Soto, Christian Merino
Art Director:Francisco Valenzuela, Carlos Cardenas
Agency Producer:Gabriel Cano, Renzo Merket
Account Director:Roxana Pando
Account Executive:Claudia Bellido
Production Company:Tunche Films
Music And Sound Design:Kazoo, Sin Anestesia
Media Agency:Starcom Mediavest Group
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