The American Takeover

Agency Network: 
April 2016
ROM Ambient Ad -  The American Takeover


Ambient advertisement created by McCann, Romania for ROM, within the category: Confectionery, Snacks.

Advertising Agency: Mccann Erickson Bucharest, Romania
Creative Director: Adrian Botan
Group Creative Directors: Catalin Dobre, Dinu Panescu
Art Director: Ionut Cojocaru, Andra Badea
Copywriter: Florin Florea
Additional credits: Ruxandra Savulescu, Lavinia Vaduva, Ileana Parau, Ruxandra Vasilescu, Sorina Iordan
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NataliaLima's picture

Wow, that was bold.
And by bold, I mean stupid.

Activity Score 1380
ivan's picture

Natalia, please avoid using strong words like stupid. Respect your colleagues work. Much appreciated.

Creative Director at Ads of the World
morse's picture

This is a dangerous tactic, but it may work in Romania.

Activity Score 18087
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

AKesseli's picture

I dig it. Seems really smart and it worked so they win. It's an example of how sometimes you just have to over exaggerate something so people can get it.

Activity Score 210
Boston University
Richard Finch's picture

It's been over for a while but..It worked; heavily.
There was an actual feeling of outrage in mostly any store you may have visited during the unfolding of the campaign and although the ad industry around the country could see through the shifty tactic McCann used, most of the population bought it and then some.
It's grand success was also due to the fact ROM is and has been widely recognized throughout Romania as the single most childhood-memory-bearing product for years.

Richard Finch
Activity Score 201
Graphic Designer
Kateter's picture

yeah, yeah... so did Whopper campaign.

blatant rip-off.

Activity Score 2029
sambuca's picture

maybe thats why they are hunting for sinti & roma nowadays....

Activity Score 1066
Art Director at tolingo GmbH
Smelta's picture

Fun seing the rating thinking how it just won 2 Grand Prix i Cannes.

Activity Score 22
Norges Kreative Fagskole
TatiiiAlmeida's picture

Interesting strategy.

Activity Score 166
Copywriter at Marketing in Automotive Aftermarket at Tuba Cabos (automotive cables) |

Automotive Aftermarket Coordinator | Tuba Cabos |

velle's picture

i saw the video on how they ran this campaign, and it was excellent the way they worked on the mindset of their target audience - mostly gen-yers, and gen-xers.
brilliant, manipulative strategy and very, very engaging on the ground. we all loved it.

Activity Score 1550
andrejevic's picture

Coool :)
Rip-off but good rip-off.

Activity Score 19
Graphic Designer at Kreativa New Formula
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