This Amusing Beer Ad Illustrates All the Ways 'Special' Is Totally Over-Used

Rodrigo Saavedra Directs Fast-Paced Spot for Mexico's Modelo Especial

By Alexandra Jardine. Published on Nov 22, 2017

Editor's Pick

"Special" is a totally over-used word. That's the message of a new ad for Mexico's Modelo Especial, an AB In-Bev-owned beer brand that has "special" bulit into its name -- so you would think it wouldn't have a leg to stand on, but it gets away with it here.

The spot, directed by Landia's Rodrigo Saavedra for David Miami, is a fast-paced montage of vignettes humorously illustrating all the ways in which "special" has become meaningless: from special offers and special delivery to special of the day, special someones and special effects. All of these are naturally, shown up as lame. Except Model Especial, which has been "special" since 1925.

Saavedra adds in a statement: "The challenge here really was to make tell each vignette in the minimum
amount of seconds and shots whilst not letting the framing become too tight and restricted. My goal from the start was to make this fast, big and ,most importantly, funny."

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Nov 22, 2017
David Miami
Chief Creative Officer:
Anselmo Ramos
Modelo Especial
Anselmo Ramos
Associate Creative Director:
Juan Pena
Associate Creative Director:
Ricardo Casal
Sr. Art Director:
Jean Zamprogno
Sr. Copywriter:
Fernando Pelizarro
Sr. Account Director:
Carmen Rodriguez
Account Director:
Gabriella Fabro
Account Supervisor:
Monique Beauchamp
Head of Global Production:
Veronica Beach
Associate Producer:
Marina Rodrigues
Production House:
Rodrigo Saavedra
Executive Producer:
Juan Taylor
Agency Producer:
Octavio Luna
Director of Photography:
Carlos Ritter
Line Producer:
Julian Castro
2nd Unit Director:
Clara Behrmann
Production Designer:
Julian Romera
Lali Grosso
Sr. Editor:
Lorenzo Bombicci
Editorial Producer:
Michael Charves
Post Online:
Color Grading:
Fernando Lui
Color Grading Company:
Marla Colour Grading
Music Head Composer:
Alexis Estiz
Senior Audio Engineer:
Luis Gomez
Music Executive Producer:
Carolina Garcia
Music Executive Producer:
Erika Freijo
English Version Mix:
Strategy Director:
Jon Carlaw
Senior Planner:
Matias Candia
Post Coordinator:
Murillo Moura
Digital Artist/Founder:
Bruno Vianna
Bruno Melo

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