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Ricardo Lopera of VMLY&R Miami: Wendy’s puts HUEVOS and passion in all that it does
Claudia Smolansky| 3 de agosto de 2021
Campaña Ponle Huevos de Wendys
Ponle huevos (Put eggs in it) is the latest Wendy’s campaign created by VMLY&R Miami and the production companies KREE8 Productions and Altered.LA. Ricardo Lopera, creative director of the agency, and Jonathan Spektor and Juan Pablo Rodríguez – AKA: Plan(9) – directors of the spot, spoke with PRODU about its concept. “It all started with the agency’s genial concept about a game show that has viewers choose between their usual breakfast and a delicious option like the dishes Wendy’s has to offer” said Spektor and Rodriguez, who also add they had a lot of meetings in an attempt to conceptualize the idea, until they finally hit the nail on the head: “It’s an interdimensional, surreal game show that you play when you’re deciding what to have for breakfast. The agency was excited about this approach.” The spot runs over the advantages that people will have at Wendy’s by eating real eggs in any of its restaurants. “When you choose a really well-made breakfast, you win” the brand said. In regard to working with the VMLY&R Miami team, the film directors said that this is an ad agency open to discussing ideas and able to put the final solution together detail by detail, which allows the creativity to keep flowing during the entire process. For this campaign, Spektor and Rodriguez believe they managed to create a dream team: “At a certain time we joked about how this could become a more extensive format, but probably this would just have been an excuse for seeing each other again. For now we feel very fortunate to have managed to move on with these very original concept and that our style is able to tell such a funny story”. For his part, Lopera of VMLY&R Miami recalled that Ponle huevos (Put eggs in it) its part of the HUEVOS campaign, created to promote the new breakfast at Wendy’s. “The concept originated 100 percent from the product and its principal RTB that differentiates Wendy’s from its competition. Wendy’s, unlike other restaurants in the category, uses eggs cracked by hand and used them in its breakfast sandwiches, something the competition never does. So we decided to use the word HUEVOS (eggs) as a hook, which we know has another meaning in Spanish besides that of the ingredient. Ponerle huevos (Put eggs in it) also means to do something with enthusiasm, with passion, to do things well, which is just what Wendy’s does to create a breakfast as it should be done” he said. Lopera said that the agency’s aim is to position Wendy’s breakfast as the best in its category, and to show that “Wendy’s, like Latinos, puts grit, passion and energy in all that it does”. Watch spot
