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Athleticism Rewarded with Microwavable Delights


Boxer's Rodrigo Garcia Saiz directs for Brazilian food company, Sadia, via DDB Brazil

Athleticism Rewarded with Microwavable Delights

Los Angeles-based Boxer Films director Rodrigo Garcia Saiz pacifies a dedicated fighter’s fall from glory with mouthwatering microwavable burgers in the new :90 “Boxer” for Brazilian food company Sadia Hot Pocket out of DDB Brazil. Produced through Saiz’s Mexico City-based Central Films, “Boxer” features an intrepid boxer working toward physical perfection with daily runs and back-breaking strength training, only to fall short once in the ring. 


Notes Garcia Saiz, “When I read the script for this spot, I knew that we wanted to be a part of it. It’s not your typical ‘fast food’ spot and there was such terrific collaboration with the agency to allow us to really draw in the audience with a character-driven story, before completely pulling the rug out from underneath them.”

“Boxer” opens on the sun rising over a desolate cityscape. We cut to a man stirring to meet the sunrise, taking a moment to muster motivation before an early morning workout. He goes about his routine with the utmost focus, pushing his limits to the breaking point running, jumping rope and shadowboxing to amp up his fighter endurance. He continues to challenge his stamina as the days roll on, unceasingly committing to his morning workouts, trainer sessions and weightlifting, pouring his sweat and heart into his goal of future victory. He grasps onto his faith and the encouragement of others in his bleak moments of doubt, and pushes through to the final culminating moment facing his opponent in the ring. With the crowd roaring with cheers and cries of encouragement, the boxer approaches his match with confidence and determination.

As the bell ceremoniously signals the start of the fight, his opponent goes in for a standard first jab, immediately sending the apparently overconfident fighter to the floor, down for the count. The referee raises the opponent’s glove in victory as we see the super, “A lot of time is wasted in life.” We cut to a shot of a Sadia Hot Pocket being cooked in a microwave and the super, “It’s time to recover.” The now bruised boxer satisfyingly sinks his teeth into the burger, cleansing his loss with juicy sustenance. The package appears next to him along with the super, “Sadia Hot Pocket Hamburger. Ready in 88, 89, 90 seconds.”



Client: BRF Brazil Foods S.A.

Product: Hot Pocket Sadia

Title: “Boxer” :90

Agency: DDB Brazil

Chief Creative Officer: Marco Versolato

Creative Director: Luciano Lincoln, Wilson Mateos

Copywriter: Una Rubia un el Avion

Art Director: Una Rubia un el Avion

Agency Producer: Gilberto Pires (Gibinha)

Account Mangers: Monica de Carvalho, Andrei Croisfelt, Daniel Malavazzi, Marcelo Trivilato

Production Company: Central Films/Planta Films, Mexico

Director: Rodrigo Garcia Saiz

Producer: Maruricio Francini

Cinematographer: Beto Casillas

Art: Carlos Urdanibia

Post Production: Central Films, Mexico

Editor: Jorge Hernandez

Sound Design: TDL MUSIC

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Categories: Food

Boxer, Tue, 04 Jun 2013 15:02:41 GMT