Andes is one (but only one) of the reasons why it’s the most-awarded agency in South America and a world player no less, despite operating in the relatively small market of Argentina. The Del Campo boys are now effectively running Saatchi in Madrid.
And the ads are cheerfully misogynistic, showing men’s delight in hoodwinking their female partners in the search for male companionship and beer. They wouldn’t get past the first focus group in Europe or the US. But they’re not designed for that and they’re funny.
Here’s the latest, called ‘A Singular Man,’ featuring an ‘Edward Bottlehands’ character. And it looks as though Andes has discovered a heart.
Alas no, but it’s beautifully done. The creatives were Diego Gueler Montero and Charlie Lanus. It was directed by Nico & Martin for Primo (the directors will surely engage the awards juries).
But is the Andes campaign in danger of becoming a one-trick pony? Or is it simply enviably consistent?
I wonder what girls in Argentina think of it? But maybe they don’t drink beer.