Women's Lives, As Told Through Delicious Sandwiches

Artfully Restrained Ads From FCB Buenos Aires Show Parallels Between Life and Meal-Making

Published on

Editor's Pick

Life is like a beautiful sandwich in these artfully restrained spots for Fargo Bread, created out of FCB Buenos Aires. Three ads happen upon women as they quietly prepare lunch or snacks for themselves.

As they ritualistically place toppings, smooth cheese and cut off crusts, their voiceovers reflect on their everyday lives, likening each aspect to the preparation of their meals. There's the mom whose son's outing means one for her too, the lady who maintains as much balance in her life as she does with the stuff between her bread and the wife who considers how her husband spreads his time out evenly on the weekends--just as she does the cream cheese on her slice.

The ads were directed by Maureen Hufnagel out of Hachiko and recall the simple stylings of Errol Morris and Wieden & Kennedy's classic Miller High Life work.

"The tone we use to tell these stories is more intimate than what we are used to seeing in this category," said FCB Buenos Aires General Creative Director Lulo Calio.

"This is a new positioning that took us almost a year; we interviewed Argentinean women and learned the Fargo women is brave, feisty, transparent, authentic," added Ariel De Coss, Fargo marketing director. "She is all that, and Fargo accompanies her in her daily life, generating intimate moments that make her feel good."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
May 04, 2016
Agency:
FCB Buenos Aires
Client:
Fargo
President:
Santiago Puiggari
General Creative Director:
Lulo Calio
General Account Director:
Maria Laura De Rosa
Art Director:
Daniel Tomazini
Art Direction Studio:
Huevos
Redactor:
Guilherme Branco
Redactor:
at Roberto
Account Director:
Inés Bai
Account Executive:
Ariadna Traverso
Production Audiovisual Director:
Gabriel Lancioni
Agency Production:
Maximiliano Ibarra
Production Assistant:
Federico Miri
Production Assistant:
Gerónimo Rey
Producer:
Hachiko Films
Director:
Maureen Hufnagel
Executive Producer:
Melina Nicocia
Producer:
Christian Umbert
Production Manager:
Carlos Pascual
Director Assistant:
Federico Beron
Photography Director:
Juan Carlos Ferro
Art Director:
Nancy Golemesky
Vestry:
Moises Tobal
Post Production:
Labaque VFX
Color Correction:
Anahi Piccinin
Post Producer:
Cynthia Fuentes
Editor:
Marcelo Martinez
Mix:
La Casa Post Sound
Responsible for the customer:
Ariel De Coss Morales
Responsible for the customer:
Alejandra Peláez
Responsible for the customer:
Pablo García Estrada

See more credits

Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age