Del Campo Saatchi & Saatchi's ‘Summer Hater’

Del Campo Saatchi & Saatchi Argentina has released its latest work for BGH Air Conditioners. The hilarious black comedy spot features ‘Summer Hater’ – a man infuriated by undignified summer sweat. As Summer Hater peers out at reddened passers-by and sunbathers, he begins to imagine their sunscreen as combustible gasoline. The interminable old grouch is, however, kept indoors and away from the general public thanks to BGH air conditioning.

 

"There are people who hate summer, who detest it profoundly, who fall into a sick rage at the very thought of it, but this is nothing compared to what the protagonist of this spot feels," said Maxi Itzkoff and Mariano Serkin, Executive Creative Directors of the agency.

 

The film was produced by MJZ and directed by Juan Cabral, of Cadbury Gorilla fame.