JWT Puerto Rico scoops Cannes PR Grand Prix with with ‘get off your butts’ salsa message for local bank

WPP’s Sir Martin Sorrell will be bestriding the Croisette in Cannes like a colossus at this rate, not only has WPP won the group award in the Effie Effectiveness Index (nothing to do with Cannes officially) but WPP’s JWT Puerto Rico has scooped the PR Grand Prix with this campaign – ‘Get Off Your Culos (butts)’ – for Puerto Rico’s Banco Popular.

On the face it, it seems surprising that the Banco is Popular at all, given that the campaign castigates benefit-happy lazy Puerto Ricans. But famed salsa band El Gran Combo’s ditty has soared to the top of the Puerto Rican charts, suggesting that the natives think all this is timely advice. Or maybe they just think it’s funny.

Perhaps the UK coalition government’s chief benefits basher Ian Duncan Smith will enlist JWT in London to try the same strategy to get Brits on their bikes looking for work. Or maybe not.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.