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 at Bonehook in Portland, Oregon.