Mercado McCann gently taps into the controversial concept of euthanasia to create its first campaign to Philco home appliance brand.

The TV commercial shows how people can become emotionally attached to their everyday home appliances and fail to acknowledge when the time has come to dispose of their old friends. The ads subtly highlight the advantages of a shiny, brand-new Philco appliance.

"Brand communication must encompass a share of realism and commitment, and this TV campaign not only presents that, but also raises some ideas to reflect on,” says Marcelo Romeo, Marketing and Communications manager of Philco in Argentina. “We know it is a strong bet and we are very pleased with the result. Mercado McCann was able to give the brand a tone of voice and a narrative according to Philco’s brand history and portfolio.”