Sergio Gullco, executive producer at Gulko Films Argentina and Uruguay, delves into five Argentinian projects that succeeded through emotional connection
Here I share five projects that all caught my attention due to their emotional, real, vivid and intense moments. It wasn’t an easy task as there have been many interesting local commercials in the last year. Most of them go deep inside the number one passions of the Argentineans: football, football heroes and family moments. The shortlist I have selected have those things in common. They are not mega productions but the opposite - with simple lines of storytelling, the impact was great and the work remains in the audience's memory to this day...
TYC Sports - 'Golden Goal'
Agency & Production: TYC Sports
In memory of the unforgettable. “When Diego score to the English I was with my father”(Mario Narciso).”We were at a restaurant by the river.” “I was at a graduate trip in Bariloche, I saw in the hotel restaurant” (Liliana Varcelini) “You know where I was? I was at the 36 Billares. We always watched the matches there." (Mauro Garcia). “We were at my parents' house in Banfield.”(Ana Mac Kenzie) “We were at my mothers and suddenly the ravioli flow over the air”. “I was at the Azteca (the stadium). God wanted me to be there watching God. “(Jose Luis Valinoti). “I was behind the goal posts and I felt I was photographing an art piece”(Ricardo Allieri). (Berny Ulloa) ”I was working that Sunday as a linesman.” (Nery Pumpido) "I was the goal keeper that day and I was seeing how Diego was smaller and smaller but at the same time bigger.” (Sergio Batista). "I was running behind him. With the beard I looked like Jesus running behind God.” (Hector Enrique) “I was in my field when I pass the ball to him, he does like a dancing step and I can’t believe what I was watching. (Jorge Burruchaga) ”I was running by the middle, without a stopper because all of them were track by him” (Gary Lineker). ”You know where I was? In that moment I was fallen between two English players, raising a town”. (Diego Maradona). "Happy Birthday to the goal of all times."
TYC Sports made a tribute to Diego Maradona’s goal in the England vs Mexico World Cup in 1986 from different perspectives which converge in the same admiration and glare. 'Gol de Oro' ('Golden Goal') is a tribute to talent, creativity and magic. The project interviews witnesses of that event, asking 'Where were you the day Diego scored the goal against the English?'. The testimonies of Nery Pumpido, Sergio Batista, Jorge Burruchaga, Héctor Enrique, Berny Ulloa (linesman for Argentina vs. Inglaterra) and Gary Lineker, amongst others. It is very touching and emotional. Really well done documentary-style, with the protagonists making it very special.
Mama Lucchetti - 'Miraculous'
Agency: La America
Production & Post: Reino Buenos Aires
“This is a simple request, we want you to believe. We want you to believe a breaded soy milanesa can be nice, crunchy but also big! If you doubt of your belief capacity don’t worry, we did a commercial to incentivise your faith. But if you still are not convinced, you can try them to believe us”
The way this ad was created is perfect. They completely changed the typical tabletop food to this ode to launch this kind of product. When CGI is well used, the results are amazing. This is the perfect sample.
Quilmes - 'Free Kick'
Agency: Draft Argentina
Production: Argentina Cine
Post: Nice Shoes
Music: Tandem music
“If he did what he did on the pitch, imagine what he can do from the sky."
This commercial is an ode that ties the Argentineans with their footballers idols. Very touching after Maradona died, and a great idea to get to people's hearts. The impact of his death was so shocking that it inspired the agency to create this piece.
Easy Argentina - 'Quarantine'
Production: Oruga Films
Post: Nebraska VFX
"During isolation, more than 231,000 babies came into this world." “Hello carentenials. When you were born was a special moment and this is your world. Outside is another one waiting for us. Soft floors that tickle our feet, other kind of aeroplanes, a world with the biggest bath tube you can imagine, full of flavours to discovers, with stars and planets which are much higher. Yes, cuarentenials, outside is a world waiting for us. In the meantime, we are working to make the world you live now nicer. There’s a world in every corner, find it in our stores and in easy.com.ar"
This shows how we lived in quarantine times when most of our home work was done! I saw myself reflected in this ad as we were doing the same at home, taking the time at home to repair those details you never do! Again, another simple idea to describe a tough situation for all of us.
Mercado Libre - 'A Different Delivery'
Agency: GUT Buenos Aires
Music: Happy Together
"2020 Christmas was lonely, I didn’t know when I was going to see my family again. My family didn’t know my baby yet. In this Christmas parties there's something more important than delivering presents. We welcome you to this flight of Mercado Libre. That's why we are gathering thousands of families together. Mercado Libre, the best is coming."
Very emotional, Mercado Libre using their logistic network to help families getting back together after the quarantine. Another simple idea that caught my attention. It is simple and emotional - like people getting together after an epic war movie.