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Julio Cortázar, creative new Seat Leon.

Okay, I promised to use this blog to hang in my best interviews broadcast TV, but seeing the other night the last spot Seat, whose text and voice fall off Julio Cortázar, I felt the need to reflect and write something about it.

always seemed pretentious and grandiloquent title of "creative" to define those who have the trade or profession of sign makers. I think a misappropriation, especially when not in use to define our work in advertising, ie, to distinguish it from work or media accounts, for example, but to define ourselves against other professions:

_ I am a neurosurgeon, and you?
_ No, I am Creative!
_ Ah! How interesting! Always

I wondered: If we are creatives, how should we define Dali, Shakespeare, Beethoven, Da Vinci or many other creative untitled works that have left us more relevant and enduring than a television spot, although -poor, have never won a Lion at Cannes?

Cortázar met at age 12 when my father asked me to recommend a book interesting and fun. After touring with his finger several shelves of his enormous library, choose a paperback edition of Hopscotch and said: I know you'll like Cortázar. I never forgave my father, at that age, I did go from Treasure Island to Rayuela, without having had, before my neurons. But on the other hand, never be sufficiently grateful for having become a passionate reader of Julio Cortázar.

With this announcement of Seat Leon, the agency created by International Athletic, I feel something similar. On the one hand, I find it hard to accept that the advertising used to sell products, the work of an author who today could be defined as "anti" but, on the other, it gives me some satisfaction the fact that not all advertisers and all fools believe advertisers and consumers to go beyond a simple repeated phrase vendor.

to me personally I like the spot. Just need to know, first, the idea is "selling" Seat León, second, whether the target audience know who was Cortázar and third, what opinaría it when her "Preamble to the instructions for winding the clock " has become creative ... creative. Share

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The blame for all of advertising. José Luis Esteo

few years ago a fatal accident occurred at the corner of Aragon and Paseo de Gracia in Barcelona: a driver was distracted, presumably, with a provocative poster Coffee and Fashion killed a teenager who was waiting to cross the street. A radio announcer called me that afternoon to give, live, my views of events. But my opinion on the effectiveness or otherwise of traffic campaigns, but the "guilt or innocence" of the cartel in question. I, ironically, actually said that advertising was to blame and not the "poor" conductor, that he could not take my eyes off him. But it added: For the same reason that suggest eliminate advertising on public roads, it also removes the trees, because they distract drivers, and the Gaudi buildings and beautiful people and places to remove, also remove the traffic lights, because those colored lights, to me, particularly distracting me.
Blaming it all on advertising, it is easier and cheaper to build good drivers. O educate for equality between men and women. Or combat sex tourism and pedophilia drastic and effective measures. Or remove the bloody television films incite violence ... more than any advertisement.
few days ago, the controversial ad of the year was the withdrawal of the campaigns of Dolce & Gabbana and Armani Junior. In the first, apart from chauvinistic, I believe that is free and unsightly. In the second, however, I think everything has been said of it is exaggerated and twisted is one thing to be sensitive to a scourge as pedophilia and another thing is to see evil where none exists.
The video I offer today is to do precisely this practice of demonizing the advertising being put in place in our society, so controlling with ads and so out in real life.
is the interview Bocatta makers of Mrs. Rushmore, and "cruel campaign against the image of the country people." Share

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Creative Director of Rowing.

This Friday, March 16, the Creative Club moved to Sitges, Barcelona, to celebrate its long-awaited C Day, an annual meeting devoted to public speaking and creativity, and produce the parts that form part of the Eighth Annual Creativity, with the screening to be held the day before.

For this fourth edition of Day C, the c of c has chosen the theme "It's great to be young?" to discuss whether the current English society provides youth as a virtue and if being young today days is an advantage or rather a drawback.

The interview that I offer today, was issued in the first program of what an idea!, 12 September 2004, when José Luis Esteo was President of the c of c and the issue was raised that year "Fear" . Fear of new ideas, fear of client, fear of losing their jobs ...

And I wonder: Should we be afraid, too, to be young?

I think everyone, young and old, we have our opinion on the matter and certainly an experience to share. So from here, I encourage my readers to come to Sitges and participate in this Day C, where there will be many things to learn.

c of c: http://www.clubdecreativos.es/

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Jesus Muñoz, president of MindShare



It is a truism, but a campaign is not, does not work, it is very creative.

That's why I always liked working closely with media people, involve them, even in the creative process, to assure the best media plan.

If before, there were far fewer media now, it was important that team between creative and media, it is now essential. Because today more than ever, it takes so much creativity in the message as in planning.

Jesus Muñoz is, for me, a true creative media. Although his business card read: President of MindShare. Share

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Oliviero Toscani and Creativity Miguel García Vizcaíno

One day, when we still had our portal AdStreaming.com, we called our partners and friends Sparring & Partners Turin, to give great news: Oliviero Toscani gave us the interview we asked!

Benetton's controversial creative we only put one condition: that he did the interview in the car, while traveling between the airport and the Milan Fair. And it was done.

A couple of years later, we included this clip in the program No. 3 What? ", Which aired on October 26, 2004.

Today, despite the years, I have decided to include it here too, because his words, as good ideas are still valid.

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of Mrs. Rushmore



When I arrived in Spain in 1987, Miguel García Vizcaíno was already a renowned creative. Campaigns Renault, Pepsi and many others created by him and his team Tiempo BBDO, contributed to the late 80's and early 90's to become glorious years for the English advertising creativity.

Today, from Mrs. Rushmore, he and his people continued to stand by and applying creativity in each piece, a special sensitivity. Something that is reflected, for example, in the emotion of the campaigns of Atletico de Madrid, in the mood of campaigns such as Bocatta or strength of Coca Cola ads.

This interview was broadcast in October 2004, program No. 5, What? ", But his answers and his talent, remain in force. Share

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Interview Nacho Gayan, Filmmaker

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30 YEARS IS NOTHING

30 years I've been doing ads 30 YEARS! However, when I see those commercials that say nothing, do not provoke or seduce not, I think all this time I have learned nothing.

If people change, it is logical that advertising will too. Does the advertising is not made for people? Well, sometimes it seems not. When we say things we do not understand, is not for us. When we sell a product which mark does not remember 10 seconds later, is not meant for us. Moreover, when we remove our favorite show and gives it back 20 minutes later, not only is not for us, is made against us!

In all these years I have worked in many agencies, in Buenos Aires and Barcelona, \u200b\u200bI helped to sell their products and services to more than 300 advertisers have created hundreds of ads and I even had the satisfaction of winning fifty awards ... But probably my greatest satisfactions I had them being the creator and director of the only weekly program of advertising that has been in Spain: SpoTV (Channel 33 in Catalonia) and QuéIdea! (Localia nationally broadcast TV)

On the one hand, the satisfaction of doing something to spread my profession, my passion.

On the other hand, the satisfaction of interviewing hundreds of colleagues, which I learned a lot. And finally, the satisfaction of finding that, each week thousands of people sat watching TV for half an hour of advertising ... without changing the channel!

confess that even I'm not sure how to handle this Blog - my Pimero time - but in terms of learning to do, I'll be offering, one by one, the best interviews I've done all these years: creative directors, agencies, advertisers, producers, etc.

And that is precisely what I share with all who enter here.

I'm selecting the most interesting interviews, upload to You Tube.

So, very soon, you will see here, without breaks.

Until then.

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