Ancewicz es responsable de la campaña de Tide que se llevó 11 Leones en Cannes 2017
Argentinian Art Director, Lisandro Ancewicz, part of the 360i Los Angeles team, worked in Tide’s awarded campaign for the Super Bowl. During his tenure at Saatchi & Saatchi NY he created this piece that has won five D&AD, one One Show and 11 2017 Cannes Lions, from which five are gold, five silvers and one bronze. Ancewicz said that the idea was based on generating a real situation during the Super Bowl using the 60-second spot as ending. “Due to the fact that the product was a laundry detergent, the situation had to be a stain, a stain in the blouse of one of the host during the live broadcast. The chosen host was Terry Bradshow, one of the most iconic figures of the American football” he added. During the game, they showed how a simple stain -on Terry’s blouse in this case- can affect fame and outshine his place in front of the cameras. “This was our insight” he said. When the tension in social networks reached a peak, they aired the commercial where Tide came to save the day. “Argentinians are in the top of international advertising rankings. Argentina is recognized as an inexhaustible source of advertisers, and more and more they are requested abroad. They are also recognized for their talent, boldness and adaptability to the most complex scenarios” he said. “While these acknowledgments are important for creative work, the greatest satisfaction is receiving a positive feedback from the client.”
