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Conill: Working On A Super Bowl Campaign Was Quite A Ride
Liz Unamo| 21 de febrero de 2022
Conill Super Bowl
“The process is intense, and with all the visibility and expectations, the pressure is certainly higher than on a typical campaign. But it’s incredibly rewarding when you reach an outcome that the client and the team are proud of. It makes you eager to do it all again next year” said Gustavo Sarkis, Chief Creative Officer of Conill. “Born to Lend a Hand” for Toyota debuted on Telemundo during the Super Bowl. “The double pat has always been a part of our culture. Among Hispanics, it’s a sign of appreciation, partnership and trust. Who hasn’t given a double pat to someone they appreciate? By owning that gesture, we positioned the Tundra as the truck you can rely on, always ready to take on any challenge and help out those around you, creating a bond of trust between driver and truck. ‘Born to Lend a Hand’ speaks to our essence as Latinos. We want to make a difference by helping each other. And during these times, that’s the kind of message we all long for” Sarkis explained. For Sarkis there are challenges when it comes to creatively planning ads for the Big Game. “We are investing a lot of money into this and there’s got to be good results. And that means your spot needs to stand out among all others, in such a crowded field. The greatest challenge is to get that attention without falling into the usual Super Bowl formulas”. The cultural insight that the agency highlighted in its campaign transcended the brand. “After watching the spot, my 8-year-old son went over to his brother and gave him a hug and double pat. I thought that was kind of cute” said Sarkis as part of a family anecdote regarding the spot.
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