Pinata, 2

March 2010
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Fucking Winter

Advertising Agency: Plutón, Montevideo, Uruguay
Creative Directors: Silvio Maldonado
Art Directors: Silvio Maldonado
Copywriters: Pablo Medina
Photographer: Love

Comments (13)

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anita184's picture
6 Activity Scores

It isn't breaking news to say that adds are made for a specific public.
In this case this adds were made for a target market which consist basically in young adults living Uruguay. So if you are not, it would be only logical that you don't understand some of the meaning of the add, though I find it pretty obvious...
- They are blindfolded because tradition in Uruguay (and i'm sure it isn't the only place) in order to play with a piñata you have to be blindfolded.
- The things falling out in this picture are stuff used for studying or used in a classroom, which are associated with winter; in the sense that if summer reminds of vacation then winter reminds you of work.
- The "abrasive word" isn't so abrasive when you put it context which is a spanish talking public. In my opinion, swearing in a another language comes easier and it's more acceptable for the general society in which we live. Maybe it is because some people don't know the true meaning of the word and just use it, because we are so overwhelmed by the american culture that the word just became a normal word. What i'm trying to say is that if the add was totally in spanish, like if it said "Invierno de mierda" or "al carajo con el invierno" it would have been, maybe, too much for the general public.
- Then whether the clothes are good or not, i think that doesn't really concern the add as much as the brand.
Finally i believe the campaign consisted of radio spots and other stuff that complemented the idea.