#fails

Rio Carioca Beer launched last July in Rio de Janeiro, in digital media, on open and closed TV its new campaign, with four 10 ”and 15” films, as well as a sponsorship sticker. In commercials, which have a meta-language footprint with a touch of non-sense, a boring grumpy old man talks badly about the brand and always concludes that they are a failure. The production is from Movie Machine directed by Bruno Miguel (full datasheet below).

In the first movie, he says that "Rio Carioca's advertising makes fun of everybody, so they don't sell anything, nor have the money to appear on television." And it ends with a resounding “Failed!” In another ad, he says that Rio Carioca's advertising never showed a woman in a bikini, so "they don't sell anything, nor do they have any money to appear on television." And it ends with the resounding "Failed!"

Campaign signature is #successful.

Luiz Eduardo Vieira, General Director of the Brewery, jokes with the campaign, saying that "in my agency there are a bunch of losers, so there was only one way the campaign could go out".

According to Gustavo Bastos, the campaign uses creative simplicity and “reverse psychology: "when we show someone obnoxious against something cool, we take the side of the cool”.

For Diego Crisostomo, Onzevinteum's service partner, the campaign “is a step further. When you have in your hands a communication such as Rio Carioca, so unique, it is a challenge to surprise”.

Watch these and other movies besides the vignette.

Datasheet:
Agency: Onzevinteum
Client: Rio Carioca Beer
Creation: Gustavo Bastos
Call: Diego Crisostomo