‘The Hidden Persuaders’ is a short film by Milan-based digital agency Hallelujah, the follow up of ‘Save the Account
’, a project made by Enfants Terribles (the agency from which Hallelujah was born) in 2006. Back then the agency highlighted the frustrations of an account manager - the struggle to say ‘no’ to a client. 12 years on, Max Galli is back, and he’s tougher than ever.
The film tells the story of an advertising agency pitching their idea to a client. But when the client isn't keen on the idea, they present a Plan B that's a lot more persuasive.
“Is there anybody in the advertising world who can claim to never have desired to kill a client?” jokes Mizio Ratti, partner and executive creative director at Hallelujah. “Especially when that particular client rejected a great idea or asked for inappropriate changes? The Hidden Persuaders is the answer to all that: a way to let out all the frustrating feelings in a creative and original way. There's a little hint of nostalgia for the persuasive ability that our advertising industry seems to sadly have somehow lost over the recent past.
“We developed it with the ultimate objective of having fun, but also to showcase the creative skills of Hallelujah. Content creation is very much part of our DNA. Another example is the latest Christmas commercial we made for Thun, published by LBB
a few months ago.”
In addition to pushing the video on Facebook and YouTube, Hallelujah created an Instagram profile
and a piece of communication on LinkedIn too, receiving more than 100 job applications already.
“Save The Account was a very similar campaign, once again born out of fun,” says Mizio. “At the time, the video was shared and commented on by many advertising bloggers around the world, becoming a real viral phenomenon.It started off as a guerrilla stunt in occasion of an Italian Advertising Evening Gala. The whole project pivoted around a website, hosting all content.”
“The biggest difference between Save The Account and The Hidden Persuaders is that in 2006 in Italy social networks like Facebook were practically non-existent, hence the project was first discovered and shared by bloggers rather than social media users. THP instead found a stronger driver within social media channels.”