A Nation’s Story Told In Brands

According to Ad Age, Latin America’s leading branded-entertainment agency, Fire Advertainment, is telling the country’s story through 30 of its strongest and most beloved brands — from Aceitera General Deheza olive oil to Zanella motorcyles — in exactly 181 seconds each.

The 181:0 project is airing this week on Fox cable channels and in movie theaters in Argentina. Each brand’s story will air a total of 150 times over four months on Fox, which has about a dozen cable channels in Argentina. By pitching the documentaries as content, the agency negotiated a favorable media buy with Fox and the 200 movie theaters that will air the stories before films.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.