BGH and Del Campo Saatchi change direction with new ‘summer hater’ campaign

Not if you live in the UK it’s not (you’ve got to find it first).

But the baking streets of Buenos Aires are a different matter of course and air conditioning firm BGH and agency Del Campo Nazca Saatchi & Saatchi have abandoned their usual pantomime humour for this bleakly comic exploration of heat, directed by former Fallon creative Juan Cabral.

Will it pick up the usual bag full of awards? It might do, it’s a brave change of direction and it certainly makes its point.

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