ROM: The American Takeover

Advertising Agency: Mccann Erickson Bucharest, Romania
Creative Director: Adrian Botan
Group Creative Directors: Catalin Dobre, Dinu Panescu
Art Director: Ionut Cojocaru, Andra Badea
Copywriter: Florin Florea
Additional credits: Ruxandra Savulescu, Lavinia Vaduva, Ileana Parau, Ruxandra Vasilescu, Sorina Iordan
Published: 2011


NataliaLima's picture
1380 pencils

Wow, that was bold.
And by bold, I mean stupid.

ivan's picture

Natalia, please avoid using strong words like stupid. Respect your colleagues work. Much appreciated.

Ivan Raszl, admin of AotW

morse's picture
16609 pencils

This is a dangerous tactic, but it may work in Romania.

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AKesseli's picture
210 pencils

I dig it. Seems really smart and it worked so they win. It's an example of how sometimes you just have to over exaggerate something so people can get it.

Richard Finch's picture
Richard Finch
201 pencils

It's been over for a while but..It worked; heavily.
There was an actual feeling of outrage in mostly any store you may have visited during the unfolding of the campaign and although the ad industry around the country could see through the shifty tactic McCann used, most of the population bought it and then some.
It's grand success was also due to the fact ROM is and has been widely recognized throughout Romania as the single most childhood-memory-bearing product for years.

Kateter's picture
2029 pencils

yeah, yeah... so did Whopper campaign.

blatant rip-off.

sambuca's picture
1066 pencils

maybe thats why they are hunting for sinti & roma nowadays....

Smelta's picture
22 pencils

Fun seing the rating thinking how it just won 2 Grand Prix i Cannes.

TatiiiAlmeida's picture
166 pencils

Interesting strategy.

Automotive Aftermarket Coordinator | Tuba Cabos |

velle's picture
1550 pencils

i saw the video on how they ran this campaign, and it was excellent the way they worked on the mindset of their target audience - mostly gen-yers, and gen-xers.
brilliant, manipulative strategy and very, very engaging on the ground. we all loved it.

andrejevic's picture
19 pencils

Coool :)
Rip-off but good rip-off.

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