McCann Buenos Aires, the agency headed by Santiago Puiggari, has created “Capitals” for its client Chevrolet the advertising spot to announce the new S10 pick-up truck, a true milestone in the history of General Motors (GM) in the Argentine market. Users and fans of the brand have been eagerly looking forward to seeing the new Chevrolet S10. As they closely identify the model with “the force of the Argentine countryside”, a series of national landscapes were selected for filming, places where its passionate drivers live and work. So, the spot was filmed in towns in the Province of Buenos Aires such as Chacabuco, the Corn Capital, and Ayacucho, the Calf Capital; in Apóstoles, Misiones, the Yerba Mate Capital; and in the Coal Capital, Río Turbio, Santa Cruz. “From GMA we thought that beyond showing the product we wanted to build bridges with our clients all over the country. We were very pleased with the final TVC version because strength and power were transmitted, and at the same time the barriers between the capital city and inland cities were broken. We are sure that we have achieved the objectives we have set regarding the federal concept of the commercial and of the product”, stressed Francisco Prados, GM Marketing. “As we travelled around the different places where we filmed we became more and more convinced of the power of the idea behind the film. In all the towns, the locals, the farmers and schoolteachers would come out onto the street and join us in a way we’d never expected,” said Sebastián Castañeda, GCD of McCann. “From the outset we thought that a pick-up which was so closely linked in emotional and functional aspects to the interior of the country and to the work of its people should pay tribute to the places where the country is forged day in, day out: villages and towns that feel that they’re a great National Capital,” stressed Rodrigo Polignano and Mariano Legname, creative directors at McCann. The film was directed by Roi Ricci and JonyPerel for the Nunchaku production company.
Client: General Motors de Argentina Product: Pick up S10 Title: Capitales Lenght: 70 segundos Agency: McCann Buenos Aires CEO: Santiago Puiggari General Creative Director: Sebastián Castañeda Creative Directors: Mariano Legname - Rodrigo Polignano Copywriter: Rodrigo Polignano Art Director: Mariano Legname Agency Producer: Federico Salday Strategic Planning Director: Enrico Campochiaro Group Account Director: Virginia Roque Account Director: Emanuel Abeijon Account Executive: Soledad López Account Assistant: Soledad Mansilla Production House: Nunchaku Director: Roi Ricci - Jony Perel Executive Producer: Claudio Pastorino Producer: Julián Castro Chief of Production: Pedro Dapello Asistant Director: Ezequiel Mosquera Photography: Leandro Filloy Art director: Mauro Doporto Post Production Coordinator: Juliana Cantarella Editor: Alan Segal Post Production: WOLF Vfx Music: CCCI Sound: No Problem Responsible for the Client: Laura Turchetti, Guillermo Fernicola, Nicolás Di Cio, Francisco Prados.