Created by GUT SP, campaign expands the concept of paternity
“If I’m an artist, if I live off what I love, you’re the one who taught me to love it all,” Chay Suede said, looking at her father Robertchay. Then the actor’s speech turns to Uncle Hudson: “I was able to lean on you. I want to thank you so much for that. Happy Father’s Day to you too”, he finishes saying, moved.
The emotional tone takes over the entire film of the campaign, which seeks to invite consumers to present not only the parents who gave them life or raised them, but also the parents who life gave them as a gift.
Thais Souza Nicolau, Branding director at Mercado Livre, says that Meli wants to associate the brand’s relevance with themes that are highly identified with the public. “This year, we bet on this campaign of emotional connection with our consumers, inviting them to go beyond and to honor these other figures in their lives because we understand that the concept of paternity goes beyond the ties of kinship, being able to extend to other spheres”, stated.
The campaign, created by GUT So Paulo, an independent global agency, has entries on open and digital TV, as well as influencer marketing actions on Instagram and Tiktok.
Increase in average ticket
According to a survey by Mercado Ads, the advertising business unit of Mercado Livre, shoes are the most sought-after gifts for the date on the platform, totaling more than 1,500 searches per minute.
The survey, which includes proprietary data from Mercado Livre, also shows that camping accessories are on the rise: thermos bottle is the most searched term and stanley cup is the fastest growing term to date. Among beverages, the products with the highest growth in revenue in the month preceding the date are whiskey (+51%) and beer (+40%).
The survey also shows that consoles and video games show a 25.7% growth in sales to date, compared to 2021, and a 13% increase in the average ticket of consumers.
technical sheet
Agency: GOOD So Paulo
Advertiser: Ebazar
Product: Free market
Title: Father of Life
Duration: 1×30″, 1×15, 2×6 e TVA
Territrio: National
ECD: Bruno Brux and Murilo Melo
Creative Directors: Tiago Abreu e Rapha Borges
creation: Arthur Melo, Arianne De Gennaro, Will Santos, Kayran Moroni, Thiago Alves, Fillipi Longuini and Thamara Pinheiro
Managing Directr : Valria Baron
Head of Account: Alessandra Visintainer
Regional Account Director: Natalia Noya
Account Director: Raphaela Guillen
Account Manager: Isadora Guz
Head of Strategy: Amanda Agostini
Strategy Director: Mercedes Barusso
Strategy Manager: Bruno Facundes
Strategist: Brbara Rice
Head of Content: Patricia Mora
Social Strategy: Bruce Vital, Isabella Ribeiro
Influencer Management: Joo Pedro Branco
Head of Media: Douglas Silveira
Media Manager: Laura Cardeal and Paola Bastos
Media Supervisor: Caio Melo
Media Coordinator: Aline Lopes
Head of Operations: Marianne Goebel
Head of Production: Julia Ramos
Production Manager: Thas Schroder
Senior Producer: Luciane Nuvolara
Image Production: Santeria
I’ll say: Rafael Damy
Creative Director: Felipe Luchi
New Business Director: Emerson Souza
Executive Business Director: Roger Garcia
Executive Producer: Roger Garcia
Service Director: Paty Silveira
Attendance: Isabela Ximenes, Hellen Gazette
production coordination: Ana Paula Domingues
1 assistant director: Pedro Sokol
2 Assistant Director: Evelyn Garcia
Production Direction: Antonio Manuel Gomes
Producers: Juliana Alves Noronha
Photography Direction: Guillermo Mus
Casting Producer: Dennis Carvalho Alves
Costume: Silvana Moura de Abreu
Post Production Coordination: Mario Ubirajara and Rafael Tschope
Coordination Assistance: Julia Sprenger
Edition/Assembly: Rafael Damy and Gennaro Fattori
Finishing: Ray Caldas
Color Grading: Bleach Color Granding
Audio output: Audio Boutique
Music Director: Lorenzo Rolon Jr
Finisher: Mrcio Ribeiro
Coordination: milena lopez
Attendance: Luciana Albuquerque
Photos: Pedro Dimitrow
Photographer: Pedro Dimitrow
1. Assistant: Humberto Felga
Electric: Dennison Sabino
Coordination: Adriana Rocha
Attendance: Live Arnaldi
Illustration and image processing: STUDIO BOREAL
Agency: Twogether
Ator: Chay Suede
Beauty: Robert Estevo
Costume: Thiago Biagi
customer approval: Louise Mckerrow, Thais Souza Nicolau, Nathalia Cavalcante Teixeira, Laura Cremonesi Balzan
