Brazilian web film for the Investigação Discovery channel fools over 3 million via Salles Chemistri
The video of a couple arguing on the balcony of an apartment and the wife’s lover escaping from a window in downtown São Paulo, Brazil, had over 3 million views in the last four days. What no one knew is that it is actually a campaign created by Salles Chemistri – a Publicis Brazil agency – to introduce the new series from the Investigação Discovery channel, “Paixões Perigosas” (Dangerous Passions).
The video was replicated more than 20 thousand times around the web and was shown on TV several times. Even international blogs and newspapers reverberated the history.
The video could very well be an episode of the series that tell the stories of real crimes of passion.
Client: Investigação Discovery
Product: Paixões Perigosas (Dangerous Passions)
Agency: Salles Chemistri (Brazil)
Title: Prédio (Building)
Creative Directors: Hugo Rodrigues and Alessandro Cassulino
Creation: Alessandro Cassulino, Alexandre Abrantes, Rodrigo Panucci and Sérgio Matsunaga
Account team: Marcos Vinício Pizzetti, Paula Schubach, Elis Adami and Anabelly Cardoso
Media: Silvia Tajiki e Marilia Rosati
RTVC: Tato Bono and Mayane Milinavicius
Producer: Trator Filmes
Directing (film): Alex Miranda and Daniel Baccaro
Photography: Ricardo “Toddy” Miranda
Executive Producers: Gabriela Lemos and Igor Ferreira
Editing: Renan Adukas
Post-Production: Trator Filmes
Final Artwork: Danilo Koshimizu
Audio Producer: Jamute
Approval: Astrid Vasconcellos
3 Comments
over 3 million fooled.
my arse.
only people fooled by this was the client.
I agree about the 3 million. But seriously, is that is what marketing is now? A bait and switch gag where we ‘fool’ people into watching a message then – ha ha – reveal it is somehow vaguely related to our product?
This an on-line version of those ancient waiting-room signs that said ‘SEX’ in big letters, and ‘Now that we have your attention, please don’t smoke’ in small type underneath.
We are really proud of ‘fooling’ people into watching our message?
Surely this ‘sexy stunt followed by an ad’ technique only has a limited shelf life. In the long-term, all we are doing is training people to be cynical about anything that catches their attention.
This year’s flash mob.