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I will survive

Agency Network: 
Published/Aired: 
April 2014

Description

Film advertisement created by Saatchi & Saatchi, Argentina for VH1, within the category: Media.

Advertising Agency: Del Campo Saatchi & Saatchi, Argentina
Executive Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Directors: Juan Pablo Lufrano, Ariel Serkin, Dani Minaker, Sebastian Tarazaga
Agency Producers: Andy Gulliman, Felipe Calviño, Adrian Aspani
Account Director: Ana Bogni
Production Company: Landia / Stink
Director: Agustin Alberdi
Executive Producers: Daniel Bergmann, Andy Fogwill, Diego Robino
Producer: Nell Jordan
Director of Photography: Carlos Ritter
Post house: Electric Theater
Sound: Pure Sound
Colour Grading: Finish
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Highest Rated

acafella's picture

Nice...

acafella
Activity Score 44
Art Director
morse's picture

Very powerful.

morse
Activity Score 18121
Art Director |

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

abake's picture

Nah, I think the message gets lost on young people. It's more of an adult thought.
I think this is more a reflection on creatives being more preoccupied with being cool and edgy than on actually wanting to solve a problem... I bet kids even find some of the abuse funny.

abake
Activity Score 1262
RMG Connect Colombia
Ed Stevenson's picture

Gorgeous insight, great execution!
Best so far.

Ed Stevenson
Activity Score 38
kleenex's picture

Perfect!!

kleenex
Activity Score 58623
Web Designer/Developer
himanish15's picture

Not everyone wants to grow up n become bosses n CEOs, hold a heavy cheque every month and be on top of the ladder.
Seems like a marketing ad not for 'anti-bullying' but to get kids to choose their life careers accordingly.
such #fail

himanish15
Activity Score 5
Copywriter at Miami Ad School (Mumbai)
sacrilegend's picture

This ad fails, yes, but not for the reasons you surmise.

In fact, having been bullied much of my life, I was very much fueled to outdo my peers in every respect. Whether it meant being their boss directly, or simply trying to live a better life than them. The insight is true. The execution is just lazy and, moreover, ineffective.

TL;DR: Well done, planner. Shame on you, creatives.

sacrilegend
Activity Score 3394
Copywriter
seb lafaye's picture

Love it.

seb lafaye
Activity Score 1002
Art Director
tip4u's picture

This concept was used in Brazil few years ago.

tip4u
Activity Score 89
WaZoo's picture

Doesn't do anything good for the cause, way too easy...

WaZoo
Activity Score 197
Creative Director |

Never argue with an idiot. He'll drag you down to his level and beat you with experience.

sacrilegend's picture

Couldn't agree more. What little it does to condemn bullying is undone by the glorification of it.

sacrilegend
Activity Score 3394
Copywriter
Marcao's picture

Totally agree.

Marcao
Activity Score 3029
Copywriter at DDB Group Asia Pacific
damnson's picture

Just great.

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

aeroxy's picture

Awesome! So funny.

aeroxy
Activity Score 89
Creative Director at Parsons The New School For Design
MacGoni's picture

Love it !!

MacGoni
Activity Score 128
Art Director |

" Screw you guys! I'm going home "

Freya's picture

As a nerd and a survivor of bullying myself, I must say that I did not get this VH1's spot. It pretends to be funny, however it is not right to find amusing those situations which reflect just a bit of the different kinds of torture, harassment and humiliation that many children and adolescents suffer at the hands of bullies. It is a very simplistic look at a problem that is truly serious, not to mention that VH1's spot calls for reciprocal violence through the law of retaliation “an eye for an eye, and a tooth for a tooth”.

It is clear that creative team of Del Campo Nazca Saatchi & Saatchi, the Argentine agency that made this spot, used Charles J. Sykes' quote “be nice to nerds, chances are you'll end up working for one” as a starting point for this campaign.

Freya
Activity Score 1057
Graphic Designer
sacrilegend's picture

Well observed.

sacrilegend
Activity Score 3394
Copywriter
ivanm16's picture

I agree. Violence is violence, and the consequences of bullying stays in their subconscious for the rest of their lives. You can't fix that being a rude boss, it only creates more problems.

ivanm16
Activity Score 404
Copywriter at TBWA Dominican Republic
acafella's picture

Nice...

acafella
Activity Score 44
Art Director
hildegard's picture

I do not like this ad. Actually I think it makes more harm than good. It has a misconception that only clever boys and girls are the victim of bulliing. Also it has a misconception that cleverness, or nerdiness is key personality trait to become a boss. But actually it needs emotional stability to overcome the stress of being in charge of others. For those who had been bullied it is even more difficult to get this kind of stability.

hildegard
Activity Score 2
@minas_mars's picture

This is awesome, the ad makes bullying look so cool. I can't wait to get started.

@minas_mars
Activity Score 1790
Art Director at TBWA |

I'm gonna try say something positive

RobertGoldring's picture

brilliant, should be show in every school.

RobertGoldring
Activity Score 2
Aaqib Shah's picture

Perfect

Aaqib Shah
Activity Score 425
Graphic Designer at J. Walter Thompson Kuwait
Kelly Condon's picture

Vh1 has always been recognized for its excellence in music television. I think that by applying a fun and familiar song to this advertisement they really pull the audience in from the beginning. If the lyrics hadn't been altered I can imagine I would have been singing along with it the entire time. The music does benefit them through its catchy tune and now I will always be able to recognize it as a vh1 ad. Another reason that this ad really works in there favor is that compliments what vh1, as a company, is all about. Many television stations have veered away from the concept that they had originally started with, in particular MTV, which happens to be vh1's sister company. As for the message of the advertisement, “Nerds today. Bosses tomorrow. Don't bully,” I think may come across confusing and inaccurate to the audience. Since vh1 focuses on a slightly older market, this message should connect to the generation that is already working and knows the system of hierarchy. So maybe the message could be past down to the younger generation as advice not to bully in school but it does make bullying seem like a slightly humorous situation when they are supposed to be selling it as a crime. The approach had a good idea but as for the over message, I think they need to adjust the seriousness or the market they are trying to sell it to.

Kelly Condon
lanloon.lina.33's picture

This advertisement was very powerful and greatly preformed. It sends out a great and clear message of motivation to many younger kids mainly. The music ties up with their own lyrics wonderfully and flows smoothly. It connect an emotion from the viewer to the advertisement. Some may even relate to it which is a big deal in marketing. We recently had a guest speaker in my marketing class named Louie Moses and he advised us in marketing to use lots of emotions because it connects the consumer to the product. Also in this advertising they advertiser used what is called creative independent shop. Which is knowing they are making difference. In the particular video they are making a difference for the future generation. Motivating the “nerds” to never give up even if they are bullied or being made of because one day they will become their boss. In addition, creativity drives business and by driving the business to the correct path create feelings and emotions. This video uses the consumer engagement, by using clips that kids go through. If I can vote for this video i will give it 9/10 the reason for one less point is because i wished they showed the kids future of how it will looks like after being motivated and determined to be the bullies boss. It at least can give the full image of the story or concept of the story. Great Job!

lanloon.lina.33
Activity Score 2
Austin Video Production's picture

Clever.

Austin Video Pr...
Activity Score 1310
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