Binge Watching Is Making You a Total Jerk, and Fox Approves

Dark Ad Highlights the 'Unmissable' Content on the Channel

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This darkly comedic ad tells the story of certifiable jerks -- who don't bother taking their dogs out for a walk, miss their children's important school events, leave food delivery people hanging outside their door in the rain and of course, don't offer up their public transport seats to pregnant women -- all because they're too engrossed in binge-watching.

But Fox Premium Latin America, the marketer behind the spot, holds them up as anti-heroes, as they help to illustrate "all that you shouldn't miss" on the premium channel, including shows previously unavailable in the region such as "The Young Pope," starring Jude Law. The spot was created out of Ponce Beunos Aires and directed by Landia's Rodrigo Saveedra.

The dark approach was intentional, meant to cater to viewers looking for high-quality shows. Fox Head of Creative Services Andre Takeda said in a statement, "This is a big launch for us in Latin America. We have some unique content, and we know the level of content that our audience is used to. Audiences are becoming more and more sophisticated when it comes to narrative plots, so we wanted to communicate to them on this same level, all whilst catering totheir love of dark humour and showing that we get their endless desire for quality content."

"We've all been there, in that state of sheer addiction to a series that makes everything else in the world seem secondary, binge-watching is a real phenomenon," added Ponce ECD Juampi Carrizo. "An amazing, incredible and somewhat scary experience, we wanted to showcase that in all its glory."

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About

Credits
Date
Apr 11, 2017
Agency:
Ponce Buenos Aires
Client:
Fox Premium
Creative Director:
Ignacio Perez de Muro
Creative Director:
Eric Chaulet
Art Director:
Dante Zamboni
Agency Producer:
Alejandro Falduti
Planner:
Luz Pasman
Account Director:
Heidi Zeuch
Account Supervisor:
Martina Ivancevic
Production Company:
Landia
Director:
Rodrigo Saavedra
Producer:
Diego Dutil
Director of Photgraphy:
Agustin Claramunt
Editor:
Alejo Santos
Post Coordinator:
Luciano Taccone
Post Coordinator:
Julián López Coppola
Sound:
Elefante Resonante
Executive Creative Director:
Juan Pablo Carrizo
Copywriter:
Jorge Zacher
Copywriter:
Jorge Zacher
Category
Industry
Genre
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