THE WORLD ENDS IN ONE YEAR. WHAT A JOY!
How many times has it been said that the world will end on the 21st of
December of 2012? It's a good Hollywood script, a great theme to sell
books, and a good oportunity to tell the unwary to give away all because
a ship will save them. The truth is that at dawn no one will be able to save
them from bankruptcy or unpredictable weather.
Everything is based on prophecies like the ones made by the Maya
Culture. In our theory, the sculptor of the Mayan calendar completed the
full circle when he was in the year 2012, as he could have also ended it in
But there is something more within the environment, we are going
through difficult times, and advertising does not escape from it. There is
fear, there is despair. There is a drought of ideas, and also a flood of bad
ideas; there is hunger for good ideas, and an economic crisis is going on,
and again, there is a lack of ideas.
Is this the end of the ideas?
Is the business not as fun as it used to be?
Maybe we feel this way in our busines because publicists are now only
interested in winning awards with adds that never air, those that people
never see and that we all miss so much, and while the pessimistic reason
expects the year 2012 to be apocalyptic and obscure, we at Saatchi &
Saatchi will appeal to love and change. And if it is to be true that we
have only one year left, we will continue on our path to the good, to what
things used to be like.
So if this is to be our last year, lets do it well, lets make it the best year
on the planet, lets make it with special love, with no time for doubt or
discussion. We must do things that exite us, that make us laught, that
make us share, and if for any reason the world must come to an end,
at least it will end leaving us happy, with our hearts fulfilled. And if it
doesn´t end, then it will be a year worth learning that with love children
are born happier, kinder cities are built, and advertising will want to be
seen and shared again.
So, what a joy!
This is the way think at Saatchi & Saatchi, The Lovemark Company.
This ad was released on 21 December 2011 to invite that we only have 366 days to make the best year.
Advertising Agency: Saatchi & Saatchi, Bogotá, Colombia
Executive Creative Director: Juan Pablo Navas
Creative Directors: Juan Carlos González, Margarita Olivar
Art Director: Margarita Olivar
Copywriters: Juan Carlos González, Juan Pablo Navas
Published: December 2011