For an audience that creates ads every day, Advertising Week Latam has prepared an ad about their own work. In the third instalment of the Welcome Workalovers campaign, client presentations become survival missions, while defending a creative idea takes on the scale of conflicts from action films. Independent Mexican agency Archer Troy is behind the campaign, which builds its humour on exaggerating familiar professional pressures.
This year’s concept, Todo para ganar, or “Everything to Win”, follows a group of creatives, marketing and advertising professionals in search of the best idea. Their work is portrayed through action-packed confrontations, blood, sweat and tears, with visual references to the style of Quentin Tarantino. This staging gives literal form to expressions about fighting for an idea and winning a presentation, which the industry itself often uses.
Following the horror and dark humour of previous editions, the shift to the action genre offers a different way of exploring the same subject: everything that precedes a creative solution that ultimately gets approved. The series keeps advertising professionals in the leading roles while changing the cinematic conventions through which it portrays their work.
For the promotion of an industry event, this approach serves a clear purpose. Situations the target audience recognises from their own experience become the basis for entertaining content and an invitation for the community to come together. Rather than listing reasons to attend, the campaign focuses on the people the event is intended for and the everyday experiences they share.
Alongside Archer Troy, the project involved Oriental Films, responsible for production, DW for postproduction and visual effects, and Agosto Music for music and sound. Familiar faces from the worlds of entertainment and digital content also appear in brief cameos.
Welcome Workalovers is currently supporting the promotion of this year’s Advertising Week Latam, which will take place from November 3 to 5 at the Papalote Museo del Niño in Mexico City. With the third instalment, the organiser continues to build the event’s communications around a recognisable series, using satire about advertising to address the advertising audience itself.
