Cruz: Somos una empresa que nace del story telling
Effective storytelling and being a vehicle for agencies to find the most effective way to sell brands is part of Glorias – the recently opened branded entertainment studio- philosophy. PRODU talked to the studios executive producer, Pablo Cruz, who thinks that advertisement is failing in storytelling. “Were a company born from storytelling, so we are natural story tellers” he said. “We stand in a privileged position because we are story tellers, we dont come from advertisement 100%. The difference lies in that we have access to directors, actors, writers and screenwriters, and advertisement usually doesnt have that relationship, because it tells 30 seconds stories”. For Cruz, todays TV format is in the brink of disappearing. “Agencies and new format creators must be more than one person, and this could be a way for brands to coexist with less artificial content. That’s where we come in. Storytellers and directors have an added credibility” he said. He added that it’s time for agencies and clients to be more aware of the Hispanic segment, because this really is the most important consumer in the U.S. The studio, founded by actor, director and producer Diego Luna and producers Pablo Cruz and Eric Bonniot, has a client base that includes Coca-Cola, Heineken, Pepsi, Converse, VW, Fiat, and McDonalds.
