Father’s Day coming up and Guaraná Antarctica thinking about the best way to pay that special tribute. Idea from here, idea from there… And let’s be honest, if every Brazilian mother has very peculiar characteristics, fathers are not different, are they? She has that supermarket freebie T-shirt maxim, which is repeated three times a week; or the joke from the past that never goes out of style (in their heads, right)? “Ah, but in my day” or “sat on the edge, paid the bill”. It was thinking about these and others “Father’s Mania”that the campaign came to give birth to the honorees of the month.
Whether it’s the after-lunch nap or the classic way of replying to a message via WhatsApp, there are things that are 100% Pai BR. With a humorous tribute, the brand invades the barbecue lunch of this very special date and highlights the patriarchs’ quirks in films that follow the daily life of a Brazilian family.
Eric Magalhães, marketing manager at Guaraná Antarctica, says:
“We are a brand that is always attentive to the characteristics of our country. Guaraná Antarctica is 100% Brazilian and we realize that there is a lot that involves the universe of parents who are also. And the best thing about all this is that they are details that pass from father to son. If you’re not a father yet, save this one, now, it could be you making the joke “Whoever sits on the edge, pays the bill” and ends: “It was using this hook that we created the “Manias de pai” campaign to honor fathers on that date, also very Brazilian.”
The campaign, created by the Soko agency, is available on the brand’s social networks and also on Guaraná Antarctica’s YouTube channel. Check out the full movie below:
Matheus Rocha, Editor at Soko, spoke about the campaign:
“Our challenge with Guaraná is to always seek that vision of the Brazilian that no other brand would have. Therefore, instead of seeking inspiration from what happens in advertising around the world, we prefer to look at what happens inside our homes, at family lunches, on that Sunday with nothing good on TV. This is where truly Brazilian stories happen.”
Vitor Fabu, Art Director of the agency, concluded:
“The care in portraying situations that every father, and every Brazilian, recognizes, goes beyond what is said. It’s in that clothes forgotten on the clothesline at the back of the movies, in the market gift shirt that every father loves to wear and in that clay filter that everyone has at home, that appears on the set.”
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