Created by DPZ, the campaign includes films for open TV, content on social media, WhatsApp and posts from Chaves superfans
Ypê presented a nostalgic campaign with the characters from the TV series Chaves to celebrate the 10th edition of the Ypê de Milhões promotion. This is the first time that a brand has used the characters in Brazil as advertising, and all stages of the creative process were guided and approved by Grupo Chespirito, responsible for keeping the legacy of Mexican comedian Roberto Gómez Bolaños alive.
“My mission was to validate how close the actors were to the original. This is the first time in Brazil that a campaign has literally referred to a source material. A complete homage to the 1970s series that Ypê is promoting. And this validation is very important to honor the legacy,” says João Victor, a consultant invited by Grupo Chespirito.
Created by DPZ, the ad communicates about the promotion that will make three people millionaires in the months of September, October and November, and is drawing instant prizes of R$50 every 10 minutes, and three brand new cars, valid until November.
“To bring joy and invite people to change their lives with the promotion, because in this edition three people will become millionaires. See characters like ‘Seu Madruga’, who needs to pay his rent, for example. We all have our dreams and, in some way, we live in situations like this. So, there is a very strong emotional connection”, comments Leandro Dolfini, creative director of DPZ.
“Chaves is a property with extremely well-known characters from our culture. They are beloved characters, who are part of the daily lives and emotional memories of millions of Brazilians of all ages. We sought to connect the Ypê de Milhões promotion campaign with a property that had this breadth of love and affection, visibility and affinity with our consumers,” says Cesar Nicolau, marketing director at Ypê.
The campaign includes broadcasting films on open TV, content for social media, WhatsApp and posts from Chaves superfans.
