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I will survive

Published/Aired: 
April 2014

"I will survive" - VH1 - Del Campo Saatchi & Saatchi

Description: 

Film advertisment created by Saatchi & Saatchi, Argentina for VH1, within the category: Media.

Advertising Agency: Del Campo Saatchi & Saatchi, Argentina
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Directors: Juan Pablo Lufrano, Ariel Serkin, Dani Minaker, Sebastian Tarazaga
Agency Producers: Andy Gulliman, Felipe Calviño, Adrian Aspani
Account Director: Ana Bogni
Production Company: Landia / Stink
Director: Agustin Alberdi
Executive Producers: Daniel Bergmann, Andy Fogwill, Diego Robino
Producer: Nell Jordan
Director of Photography: Carlos Ritter
Post house: Electric Theater
Sound: Pure Sound
Colour Grading: Finish

Comments (25)

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Highest Rated

Kelly Condon's picture
Kelly Condon

Vh1 has always been recognized for its excellence in music television. I think that by applying a fun and familiar song to this advertisement they really pull the audience in from the beginning. If the lyrics hadn't been altered I can imagine I would have been singing along with it the entire time. The music does benefit them through its catchy tune and now I will always be able to recognize it as a vh1 ad. Another reason that this ad really works in there favor is that compliments what vh1, as a company, is all about. Many television stations have veered away from the concept that they had originally started with, in particular MTV, which happens to be vh1's sister company. As for the message of the advertisement, “Nerds today. Bosses tomorrow. Don't bully,” I think may come across confusing and inaccurate to the audience. Since vh1 focuses on a slightly older market, this message should connect to the generation that is already working and knows the system of hierarchy. So maybe the message could be past down to the younger generation as advice not to bully in school but it does make bullying seem like a slightly humorous situation when they are supposed to be selling it as a crime. The approach had a good idea but as for the over message, I think they need to adjust the seriousness or the market they are trying to sell it to.

morse's picture
morse
Activity Score 17548

Very powerful.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

abake's picture
abake
Activity Score 1264

Nah, I think the message gets lost on young people. It's more of an adult thought.
I think this is more a reflection on creatives being more preoccupied with being cool and edgy than on actually wanting to solve a problem... I bet kids even find some of the abuse funny.

Ed Stevenson's picture
Ed Stevenson
Activity Score 38

Gorgeous insight, great execution!
Best so far.

kleenex's picture
kleenex
Activity Score 45966

Perfect!!

himanish15's picture
himanish15
Activity Score 5

Not everyone wants to grow up n become bosses n CEOs, hold a heavy cheque every month and be on top of the ladder.
Seems like a marketing ad not for 'anti-bullying' but to get kids to choose their life careers accordingly.
such #fail

sacrilegend's picture
sacrilegend
Activity Score 3392

This ad fails, yes, but not for the reasons you surmise.

In fact, having been bullied much of my life, I was very much fueled to outdo my peers in every respect. Whether it meant being their boss directly, or simply trying to live a better life than them. The insight is true. The execution is just lazy and, moreover, ineffective.

TL;DR: Well done, planner. Shame on you, creatives.

psykart's picture
psykart
Activity Score 999

Love it.

tip4u's picture
tip4u
Activity Score 89

This concept was used in Brazil few years ago.

WaZoo's picture
WaZoo
Activity Score 197

Doesn't do anything good for the cause, way too easy...

Never argue with an idiot. He'll drag you down to his level and beat you with experience.

sacrilegend's picture
sacrilegend
Activity Score 3392

Couldn't agree more. What little it does to condemn bullying is undone by the glorification of it.

Marcao's picture
Marcao
Activity Score 3029

Totally agree.

damnson's picture
damnson
Activity Score 11517

Just great.

An axe murderer of ads.

aeroxy's picture
aeroxy
Activity Score 89

Awesome! So funny.

MacGoni's picture
MacGoni
Activity Score 128

Love it !!

Freya's picture
Freya
Activity Score 1057

As a nerd and a survivor of bullying myself, I must say that I did not get this VH1's spot. It pretends to be funny, however it is not right to find amusing those situations which reflect just a bit of the different kinds of torture, harassment and humiliation that many children and adolescents suffer at the hands of bullies. It is a very simplistic look at a problem that is truly serious, not to mention that VH1's spot calls for reciprocal violence through the law of retaliation “an eye for an eye, and a tooth for a tooth”.

It is clear that creative team of Del Campo Nazca Saatchi & Saatchi, the Argentine agency that made this spot, used Charles J. Sykes' quote “be nice to nerds, chances are you'll end up working for one” as a starting point for this campaign.

sacrilegend's picture
sacrilegend
Activity Score 3392

Well observed.

ivanm16's picture
ivanm16
Activity Score 401

I agree. Violence is violence, and the consequences of bullying stays in their subconscious for the rest of their lives. You can't fix that being a rude boss, it only creates more problems.

acafella's picture
acafella
Activity Score 44

Nice...

hildegard's picture
hildegard
Activity Score 2

I do not like this ad. Actually I think it makes more harm than good. It has a misconception that only clever boys and girls are the victim of bulliing. Also it has a misconception that cleverness, or nerdiness is key personality trait to become a boss. But actually it needs emotional stability to overcome the stress of being in charge of others. For those who had been bullied it is even more difficult to get this kind of stability.

@minas_mars's picture
@minas_mars
Activity Score 1726

This is awesome, the ad makes bullying look so cool. I can't wait to get started.

I'm gonna try say something positive

RobertGoldring's picture
RobertGoldring
Activity Score 2

brilliant, should be show in every school.

Aaqib Shah's picture
Aaqib Shah
Activity Score 416

Perfect

Kelly Condon's picture
Kelly Condon

Vh1 has always been recognized for its excellence in music television. I think that by applying a fun and familiar song to this advertisement they really pull the audience in from the beginning. If the lyrics hadn't been altered I can imagine I would have been singing along with it the entire time. The music does benefit them through its catchy tune and now I will always be able to recognize it as a vh1 ad. Another reason that this ad really works in there favor is that compliments what vh1, as a company, is all about. Many television stations have veered away from the concept that they had originally started with, in particular MTV, which happens to be vh1's sister company. As for the message of the advertisement, “Nerds today. Bosses tomorrow. Don't bully,” I think may come across confusing and inaccurate to the audience. Since vh1 focuses on a slightly older market, this message should connect to the generation that is already working and knows the system of hierarchy. So maybe the message could be past down to the younger generation as advice not to bully in school but it does make bullying seem like a slightly humorous situation when they are supposed to be selling it as a crime. The approach had a good idea but as for the over message, I think they need to adjust the seriousness or the market they are trying to sell it to.

lanloon.lina.33's picture
lanloon.lina.33
Activity Score 2

This advertisement was very powerful and greatly preformed. It sends out a great and clear message of motivation to many younger kids mainly. The music ties up with their own lyrics wonderfully and flows smoothly. It connect an emotion from the viewer to the advertisement. Some may even relate to it which is a big deal in marketing. We recently had a guest speaker in my marketing class named Louie Moses and he advised us in marketing to use lots of emotions because it connects the consumer to the product. Also in this advertising they advertiser used what is called creative independent shop. Which is knowing they are making difference. In the particular video they are making a difference for the future generation. Motivating the “nerds” to never give up even if they are bullied or being made of because one day they will become their boss. In addition, creativity drives business and by driving the business to the correct path create feelings and emotions. This video uses the consumer engagement, by using clips that kids go through. If I can vote for this video i will give it 9/10 the reason for one less point is because i wished they showed the kids future of how it will looks like after being motivated and determined to be the bullies boss. It at least can give the full image of the story or concept of the story. Great Job!

Austin Video Production's picture
Austin Video Pr...
Activity Score 1274

Clever.

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