This Series of Ridiculous GIFs Is Really a Beer Ad

'Birdman' Screenwriter Armando Bo Directed Spot for Brahma in Argentina

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With GIFs as a staple of social media, it was only a matter of time before they took over a beer commercial. In a new video by Buenos Aires agency Santo currently running online and set to break on TV on Aug. 3 in Argentina, a young man gets kicked in the head by a horse. Once. Twice. Three times. As we wait for the GIF to repeat yet again, the guy gets up and says, "It's 6 p.m. GIFing time is over."

As others protest and continue turning their own movements into GIFs, he explains that it's important to gifear (a Spanish word Santo made up that obviously means "to create a GIF," in the spirit of turning English tech terms into Spanish equivalents like "googlear" for "to Google"). But people have gotten so busy creating GIFs that they don't have time to enjoy real life. "I have friends waiting for me with an ice-cold Brahma," the guy says. "There's a time to GIF and a time to live."

A new marketing director at Anheuser-Busch AmBev's Brahma, Argentina's best-selling beer, wanted to move the advertising from traditional fun-loving guys looking at girls to a more modern approach for the 18-to-24-year-olds who are the brand's main target. Hence the GIFs. And holding real-world Brahma hangouts.

"The hangout is important," said Maxi Itzkoff, a Santo partner and chief creative officer. "You need a moment to relax. You have to have that in your life."

The film was directed by Armando Bo, the screenwriter of the film "Birdman," and produced by Rebolucion.

"It's an ad disguised as a GIF," Itzkoff said.

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About

Credits
Date
Aug 01, 2017
Agency:
Santo
Chief Creative Officer:
Maxi Itzkoff
Client:
Brahma Beer
Chief Creative Officer:
Pablo Minces
Executive Creative Director:
Ariel Serkin
Executive Creative Director:
Juan Pablo Lufrano
Executive Creative Director:
Rafa Santamarina
Creative Director:
Juan Ignacio Etchanique
Account:
Florencia Spinetta
Account:
Sabrina Santos
Account:
Luciana López
Planning:
Sebastian Wilhelm
Production:
Leandro Sussman
Production:
Berenice Argüello
Production House:
Rebolución
Director:
Armando Bo
Director:
Sebastián López
Executive Producer:
Patricio Álvarez Casado
Executive Producer:
Ezequiel Ortíz
Producer:
Alex Linari
Director of Photography:
Leo Hermo
Editor:
Nano Recondo
Editor:
Guillermo Grillo
Post Production Image:
Ratio VFX
Post Production Sound:
Animal Music
Music:
TDL Music

See more credits

Category
Industry
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