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Old El Paso

Fajita Fridays

Agency: Artefact 3000

Description

Last September, during a Parisian fashion show, the iconic Mexican-inspired food brand Old El Paso made a splash by presenting a proposal to the famous influencer Lena Mahfouf, the only French content creator endorsed by Anna Wintour. This initiative aimed to celebrate Lena's enthusiasm for Old El Paso products, which she had previously mentioned in her videos.

To make a statement, a team of extras proudly carrying tortilla-shaped signs was deployed, creating an unforgettable and quirky visual presence. And bingo! Lena came to meet the extras, even taking photos to confirm her love for Old El Paso products.

Six months later, Lena is officially named "Head of Friday" in the new Old El Paso commercial. Her role? To popularize the concept of Fajita Friday in France. Inspired by Taco Tuesday, it’s the new friendly end of the week gathering. Who better than Lena to establish this new tradition?

In real life, Lena is the boss. In this commercial, it’s the same. She takes her new role very seriously and makes sure the Fajita Party goes smoothly. She doesn’t hesitate to mix her world with that of the brand: welcome to the world of fashion, high standards, perfection... and fajitas.

Lena’s universe is also reflected in the fictional Old El Paso offices where we see her strolling. Everything has been redesigned to match her vision of Fajita Friday parties. The various open spaces now resemble those of a fashion office.

The music accompanying the film is also surprising. While Old El Paso usually uses urban and rhythmic music, here the film is driven by a classical soundtrack that perfectly highlights the comedy.

Rodrigo Patiño, Marketing Director at General Mills: “Who better than Lena Situations, a very influential personality and already a fan of Old El Paso, to carry this ritual and make it part of the French lifestyle? We are very proud to have brought this collaboration to life.”

The commercial aired last month (a first for Lena in a TV commercial) during prime time on a French national channel.

This professional campaign titled 'Fajita Fridays' was published in France in July, 2024. It was created for the brand: Old El Paso, by ad agency: Artefact 3000. This Integrated medium campaign is related to the Food industry and contains 2 media assets. It was submitted 6 days ago.

Credits

Brand: General Mills France
​Brand Representatives: Rodrigo Patino, Joséphine Maroniez, Amélie Ribot

Agency: Artefact 3000
​Agency Representatives: François Brogi, Quentin Derviso, Leïla Achour, Amandine Mory, Paul Foisneau
​Executive Creative Director: Fabienne Fiorucci Fouï
​Strategic Planning Director: Jean Allary
​Strategic Planner: Luca Turpin
​Creative Director: Charles-Antoine De Sousa
​Art Director: Basile Protat
​Copywriter: Émile Poirier d’Angé d’Orsay
​Social Lead: Anh-Dao Lepinaux
​Art Director: Benjamin Lange
​Social Creative: Matilda Devillers

Production Company: Degaulle
​Directors: Big Red Button - Johnny Burns and Pier van Tijn
​Director of Photography: Alex Melman (United Agents)
​Sound Production: Chez Yvonne - Geoffroy Berlioz
​Post Production: Paume / VFX : Méchant

Influencer Agency: Simo Squad

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