Fernanda Antonelli and Edu Lima, executives at f+e/cyranos, took the stage at El Ojo to challenge the “rules of advertising”
Advertising is a powerful communication tool and, through it, the moments of an era are reflected. But, in a world of multiplatforms and functions, advertising can often take the place of an interrupter and no longer an attention grabber.
Just like any other market, the advertising professional learns about some rules for a piece, such as, for example, the brand needs to appear in the first five seconds of the production, use famous people to generate more audience, be serious in difficult times, etc. f+e/cyranos partners Fernanda Antonelli and Edu Lima, the rules only serve to put everyone in the same place.
Antonelli and Lima took to the stage of the 25th edition of the Festival El Ojo de Iberoamerica this Thursday (10th) to present the conference “Interrupting the interruption”, where they used the works carried out by the agency to counter the “rules of advertising”.
“We have to fight this idea that advertising is an interruption and not entertainment and it’s the good ideas that do it, not the rules”, said the partner and CEO of f+e/cyranos.
One of the points raised by the speakers during the conference was, precisely, how the so-called “advertising rules” prevent agencies from seeing opportunities in other places, in other stories than those that are already known.
“I don’t know when advertising stopped being synthesis. When did entertainment stop being a powerful weapon to seduce consumers? Advertising doesn’t always have to be serious,” Lima pointed out.
Among the examples presented was the campaign “Choose your future. Start now”, made for Nubank. According to Lima, this is a play that “dribbles” the rule that calls for using famous people to generate more impact.
In the campaign, the singer Anitta stars, but only with her voice and with 3 seconds of appearance. The other images are of anonymous people.
Another campaign presented was the “If you drink right, you f*** right”, made for Ambev and whose objective was to talk about the conscious consumption of alcoholic beverages, but in a light way and that would talk to the public of a other way.
