Pedro Castro y Roberto Alcázar de Identity Mediabrands
For Pedro Castro, the biggest conceptual complexity of Sling TV’s Who’s Bad?! campaign, was to accept its simplicity. “As Advertising Directors, we always feel the need to create something complex, something people will talk about in our environment. And if we don’t, our self-distrust alarms go off and we worry over what others will say about our work. The Sling TV campaign transcended my ego and made me trust a well-done, simple work.” Who’s Bad?! is the multi-platform marketing campaign that features the awarded Hollywood actor Danny Trejo. “My seal is always honesty. In my words, in my actions. I like to have everything under control during pre-production so that afterwards I can give myself permission to direct out of instinct and not only using my head.” Castro explains that one of the moments he enjoyed the most when directing the campaign was team collaboration. “Mutual respect among all of us and the few words that were necessary to communicate. Danny Trejo is a 10+ worker, polite and with an outstanding work ethics.”In Who’s Bad?! Trejo with a black background, speaking directly at the camera and embodying the feeling of frustration that pay TV subscribers have because of cable´s high costs and undesirable tactics. Identity Mediabrands was the agency in charge of the Sling TV campaign.
